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11 – 20 of 40Taku Togawa, Hiroaki Ishii, Naoto Onzo and Rajat Roy
The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines…
Abstract
Purpose
The purpose of this paper is to examine how abstract vs concrete mindsets impact consumers’ post-purchase affective states. Drawing on construal level theory, the study examines when consumers experience “pleasure” or “guilt” after impulse buying.
Design/methodology/approach
The basic premises of this research was tested using multiple studies. Study 1 was conducted in the field, the second study engaged an online survey, while the third study used a laboratory experiment.
Findings
After impulse buying, consumers with abstract mindsets reported strong feelings of pleasure, whereas those with concrete mindsets experienced profound guilt.
Research limitations/implications
Research on affective responses (i.e. pleasure and guilt) following impulse purchase is limited. However, the present study helps understand an important research question: when do consumers feel pleasure (or guilt) after impulse buying?
Practical implications
Marketers can frame messages that align with abstract mindsets to enhance pleasure and reduce guilt after impulse buying.
Social implications
Policymakers can persuade consumers to refrain from making impulsive decisions through communication that reminds them of past impulse purchase behaviour, by triggering a concrete mindset.
Originality/value
This research extends the literature on post-purchase effects by demonstrating that consumers’ mindsets determine the intensity of their affective state after impulse buying.
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Rajat Acharyya and Prabal Roy Chowdhury
This paper aims to examine whether integration of national markets fosters innovation in the technologically inferior country.
Abstract
Purpose
This paper aims to examine whether integration of national markets fosters innovation in the technologically inferior country.
Design/methodology/approach
The authors examine a simple game theoretic framework where a technologically backward home firm and a technologically advanced foreign firm compete in both qualities and prices in an integrated market. They formalize the speed of response to market integration of the two countries as a first mover advantage in the R&D stage.
Findings
The authors find that the outcome depends on the speed of response of the two firms and their initial technological distance. If the domestic firm is not too far behind the foreign firm to begin with, and if it responds faster, then the technological gap may get reversed. Further, the authors find that integration may be welfare improving for both the countries. There are, however, distributional implications. While the consumers always gain from such integration the firms may not.
Originality/value
This paper contributes to the debate on the implication of market integration. In contrast to the literature the authors use a model of vertical product differentiation which is relatively less explored in the literature and formalize the speed of response to market integration as a first mover advantage in R&D. This allows them to establish several interesting results with interesting policy implications.
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Rajat Roy, Fazlul K. Rabbanee and Piyush Sharma
The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of…
Abstract
Purpose
The purpose of this paper is to explore the mediating role of internal reference price (IRP) in a pay-what-you-want (PWYW) price setting. Specifically, it examines the effects of altruism, social desirability and price consciousness as the antecedents of IRP and consumers’ willingness to pay (WTP), future purchase intention and attitude toward the seller as the outcomes of IRP.
Design/methodology/approach
The data for the study were collected from 272 respondents through a structured survey and analyzed through structural equation modeling technique using AMOS 22.0.
Findings
Altruism and social desirability positively influence IRP whereas price consciousness influences IRP negatively. IRP mediates the effects of altruism, social desirability and price consciousness on WTP, future purchase intention and attitude toward the seller.
Research limitations/implications
PWYW pricing strategy can help attract consumers with self-less characteristics or a desire to behave in a socially appropriate manner but not those who are highly price conscious as reflected by the differences in the way in which their IRPs influence their WTP, future purchase intention and attitude toward the seller.
Originality/value
This paper introduces a parsimonious framework to explain how three consumer characteristics influence consumers’ pricing decisions in PWYW context. The finding that the effects of antecedent variables on WTP, attitude and future purchase intention are mediated by IRP provides new insights that have not been explored earlier.
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The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and…
Abstract
Purpose
The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.
Design/methodology/approach
The data for this research were collected through a self‐administered survey from students in a large Western Australian university.
Findings
The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.
Research limitations/implications
Findings may not generalize beyond Australian sample and the product category.
Originality/value
This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.
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Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP…
Abstract
Purpose
Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and price consciousness. The purpose of this paper is to test how the IRP-WTP relationship will be moderated by involvement and price consciousness, albeit in the pay-what-you-want (PWYW) context. In the PWYW setting consumers can pay any amount of money (including nothing) and no external pricing cues are provided.
Design/methodology/approach
A survey was engaged to measure the key variables, and the data was analyzed using hierarchical multiple regression with spotlight analyses.
Findings
In the normal everyday pricing context, involvement strengthens the IRP-WTP relationship, while price consciousness weakens it. Contrary to this normal pricing wisdom, in the PWYW context, it was found that both involvement and price consciousness weaken the IRP-WTP relationship, thereby driving down consumers’ WTP.
Research limitations/implications
Future studies should use experimental design to manipulate some of the independent variables used in the study, focus on the mediating processes that underlie PWYW decision-making and extend the findings in the context of wider demographics.
Practical implications
Managers should focus on segmentation, branding and product experiences to ensure higher returns of PWYW businesses.
Originality/value
This paper addresses lack of overall research in the PWYW area, and also addresses some key gaps left by extant research of Kim et al. (2009) that was published in the Journal of Marketing.
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Rajat Roy and Fazlul K. Rabbanee
This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model…
Abstract
Purpose
This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model is further applied to explain how self-congruity may motivate future experiences with the luxury brand, mainly by influencing self-perception. Although a substantive marketing literature on self-congruity currently exists, there is a lack of an integrated framework, a gap that the current work addresses.
Design/methodology/approach
A paper and pencil survey was conducted among female subjects only, and structural path relationships were tested using AMOS.
Findings
Consumers’ self-congruity with a luxury brand (non-luxury brand) is positively (negatively) influenced by its antecedents: social desirability, need for uniqueness and status consumption. Self-congruity with a luxury (non-luxury) brand is found to enhance (undermine) consumers’ self-perceptions. This, in turn, is found to have a stronger (weaker) positive impact on consumers’ motivation to re-use a shopping bag from luxury brand (non-luxury brand) for hedonic purpose. Mediation analyses show that self-congruity has a positive (negative) indirect effect on hedonic use via self-perception for luxury (non-luxury) brand.
Research limitations/implications
Future studies may involve actual shoppers, causal design and additional variables like “utilitarian usage “of shopping bags to extend the proposed framework.
Practical implications
A better understanding of the findings has implications for brand positioning, advertising and packaging.
Originality/value
Till date, no research has examined a parsimonious model for self-congruity complete with its antecedents and consequences and tested it in the context of a luxury versus non-luxury brand.
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Wai Jin Lee, Ian Phau and Rajat Roy
The purpose of this paper is to determine if high versus low ethnocentric consumers differ in their attitudes toward buying domestic and foreign brands of underwear that are made…
Abstract
Purpose
The purpose of this paper is to determine if high versus low ethnocentric consumers differ in their attitudes toward buying domestic and foreign brands of underwear that are made domestically or in foreign countries.
Design/methodology/approach
Australian residents recruited through a mall intercept participated in this study through a self‐completed questionnaire. Fishbein's Multi‐Attribute model was used as the measure, along with repeated‐measures ANOVA and t‐tests, to examine whether the groups differed in their attitudes toward buying underwear with “Made in Australia”, “Made in the USA”, and “Made in China” labels.
Findings
The findings generally indicated that there is no significant difference between high and low ethnocentric consumers in attitude towards underwear that are made in Australia and the USA. On the other hand, high ethnocentric consumers viewed domestically made and branded underwear as more durable, easier to care for, better priced, more colourful, more attractive, more fashionable, of stronger brand name, more appropriate for occasions, and more choices of styles. Domestically‐made but foreign‐branded underwear is viewed as easier to care for and better priced.
Practical implications
The study suggests that China should improve its country image as compared to such developed nations as Australia and the USA in terms of production and manufacturing standards. The study also purports that American underwear brands with strong presence in the global fashion world that have not already established operation in Australia can consider entering the market.
Originality/value
The paper fills the gap in the ethnocentrism literature by validating the study in Australia and focusing on the attitudes of high ethnocentric (and low ethnocentric) consumers. It also examines underwear, which is a common product category in apparels but inherently deficient in the literature.
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Rajat Kukreti and Mayank Yadav
This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.
Abstract
Purpose
This study aims to understand how brand personality affects purchase intention through brand love and perceived quality in e-commerce.
Design/methodology/approach
Three hundred forty-eight users of e-commerce sites in New Delhi, India, were surveyed for the study. The data set was examined using confirmatory factor analysis, and the research hypotheses were assessed using structural equation modeling.
Findings
Two important conclusions emerged from the study. First, brand love and perceived quality have been considerably and favorably influenced by all six dimensions of brand personality of e-commerce brands. Second, the purchase intention toward the e-commerce sites is significantly and positively impacted by brand love and perceived quality.
Practical implications
This study by exploring various dimensions of brand personality, will assist e-commerce executives in increasing purchase intention toward the e-retailing sites.
Originality/value
This research is supposed to be the foremost to look at how brand personality, through brand love and perceived quality affects purchase intention toward e-commerce websites. The attachment theory is used in this study as a theoretical foundation for linking e-commerce brand personality to customers’ purchase intentions via brand love and perceived quality.
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Arne De Keyser and Werner H. Kunz
Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that…
Abstract
Purpose
Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that background, the paper reviews the recent service robot literature following a Theory-Context-Characteristics-Methodology (TCCM) approach to capture the state of art of the field. In addition, building on qualitative input from researchers who are active in this field, the authors highlight where opportunities for further development and growth lie.
Design/methodology/approach
The paper identifies and analyzes 88 manuscripts (featuring 173 individual studies) published in academic journals featured on the SERVSIG literature alert. In addition, qualitative input gathered from 79 researchers who are active in the service field and doing research on service robots is infused throughout the manuscript.
Findings
The key research foci of the service robot literature to date include comparing service robots with humans, the role of service robots' look and feel, consumer attitudes toward service robots and the role of service robot conversational skills and behaviors. From a TCCM view, the authors discern dominant theories (anthropomorphism theory), contexts (retail/healthcare, USA samples, Business-to-Consumer (B2C) settings and customer focused), study characteristics (robot types: chatbots, not embodied and text/voice-based; outcome focus: customer intentions) and methodologies (experimental, picture-based scenarios).
Originality/value
The current paper is the first to analyze the service robot literature from a TCCM perspective. Doing so, the study gives (1) a comprehensive picture of the field to date and (2) highlights key pathways to inspire future work.
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