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Article
Publication date: 1 March 1968

A.S.C. Ehrenberg and G.J. Goodhardt

Discusses repeat‐buying in terms of a case history of a non‐durable product. Measures the repeat‐buying behaviour by means of a survey carried out for the Market Analysis and…

Abstract

Discusses repeat‐buying in terms of a case history of a non‐durable product. Measures the repeat‐buying behaviour by means of a survey carried out for the Market Analysis and Evaluation Grant, Unilever. Reveals how repeat‐buying of a new brand soon reaches a par with its competitors.

Details

European Journal of Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Book part
Publication date: 14 March 2024

Paulo Botelho Pires and José Duarte Santos

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products…

Abstract

Buying online has become a widespread and common activity for consumers, and, for many organizations, e-commerce has become a very profitable alternative to sell their products and services, also allowing them to leverage their strategy in new geographical markets immediately. Although the literature on the subject is comprehensive, there is a gap in identifying the holistic constructs that are the determinants of consumers' choice of an online store. This research resorts to an exploratory study, based on a nonsystematic literature review, seeking to identify these constructs. The results obtained allowed us to identify the following constructs: consumer behavior, customer experience, web content, catalog, terms and conditions, customer support, perceived value, trust, security and privacy, satisfaction, and loyalty. Customer experience, satisfaction, and loyalty constructs stand out from a strategic perspective.

Details

The Impact of Digitalization on Current Marketing Strategies
Type: Book
ISBN: 978-1-83753-686-3

Keywords

Article
Publication date: 1 December 2004

Denise D. Schoenbachler, Geoffrey L. Gordon and Timothy W. Aurand

Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty…

17659

Abstract

Building brand loyalty has become more important, yet more difficult to achieve in today's marketplace. This research investigates a possible avenue for building brand loyalty that is not directly related to the marketing of the product – attracting individual investors in the brand's corporate parent. A survey of over 500 individual investors revealed that individual investors do tend to buy brands from companies in which they hold stock, and investors may buy stock in a company because they have experience with the brand. In contrast with brand loyalty, where consumers will not buy competitive offerings, individual investors indicated they would buy competitive offerings, suggesting that stock ownership is more likely to lead to repeat purchase behavior, but not brand loyalty.

Details

Journal of Product & Brand Management, vol. 13 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 March 1978

Tom Cannon

Change, Adaption and Development are central to modern marketing. This paper provides an overview of the subject area of innovation and new product development. The critical role…

2681

Abstract

Change, Adaption and Development are central to modern marketing. This paper provides an overview of the subject area of innovation and new product development. The critical role of change in modern industrial and industrialising societies is explored in depth. Emphasis is given to the managerial implications of research to date. Key issues such as the interplay between creativity, the motivating force behind invention, and control, the basis for successful innovation, are reviewed Changing attitudes and approaches to new product development play a major part in this study, particularly the growing awareness that innovation is no longer an end in itself, but a part of a carefully controlled marketing system.

Details

European Journal of Marketing, vol. 12 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 27 March 2009

John Dawes, Jenni Romaniuk and Annabel Mansfield

The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other.

2389

Abstract

Purpose

The purpose of this paper is to examine competition between tourism destination brands in terms of how they share travelers with each other.

Design/methodology/approach

The study analyzes survey data from four international markets (USA, UK, Japan and Singapore). The study examines the cross‐purchasing of travel destinations. It applies an established empirical generalization, the duplication of purchase law (DPL) to frame hypotheses and contextualize results.

Findings

The overall results are consistent with the DPL. Destination brands share tourists with other destinations generally in‐line with the popularity of the competing destination. However, there are very noticeable market partitions, most of which take two forms: destinations that are either geographically close to each other, or close to the point of origin. Destination brands in these partitions share travelers far more than they would be expected to, given their respective size.

Practical implications

Tourism marketers need to appreciate the broad nature of competition. A specific destination brand competes with many other travel destinations, sharing customers more with other broadly popular destinations and less with less popular destinations.

Originality/value

The analytical approach presented in this study provides a straightforward benchmark for assessing the expected level of competition between particular tourist destinations, given their respective overall popularity.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 3 no. 1
Type: Research Article
ISSN: 1750-6182

Keywords

Article
Publication date: 11 November 2014

Margaret Faulkner, Oanh Truong and Jenni Romaniuk

The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer…

1067

Abstract

Purpose

The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a variety of product categories.

Design/methodology/approach

Multiple sets of new data are examined to extend past research in the application of the DoP law in Chinese buying behavior. This study draws on panel data and self-reported data, utilizing bootstrapping to identify partitions where excess sharing occurs.

Findings

This paper finds the DoP law holds across six categories (two personal care, two impulse categories and two durables), as well as over multiple years. Brands in China share customers with other brands in line with the market share of the competitor brand. There were few partitions where brands shared significantly more customers than expected. Partitions occur due to the same umbrella brand or ownership, and geographic location.

Research limitations/implications

Areas for further research include extended replication in other categories, investigating partitions and whether a different consumer path to purchase occurs in China.

Practical implications

DoP can be applied across a wide range of categories in China to understand market structure. New entrants to China can use this approach to understand a category from a consumer behavior perceptive. DoP provides guidelines for marketers to identify competition and allocate resources appropriately.

Originality/value

This research provides a comprehensive, unparalleled examination across six very different categories of brand competition in China. This gives confidence in the robustness and generalizability of the results.

Details

Journal of Product & Brand Management, vol. 23 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 14 July 2023

Jingjing Sun, Tingting Li and Shouqiang Sun

This paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and…

1005

Abstract

Purpose

This paper aims to investigate how online consumer reviews (OCRs), countdowns and self-control affect consumers' online impulse buying behavior in online group buying (OGB) and uncover the relationship between these factors.

Design/methodology/approach

Based on the stimulus-organism-response (SOR) framework, this research examines the effects of OCRs, countdowns and self-control on users' impulse purchases. First, the influence of emotions on impulse purchases in group purchasing is investigated. In addition, this study innovatively applies stress-coping theory to group buying research, with countdowns exerting temporal pressure on consumers and OCRs viewed as social pressure, to investigate in depth how countdowns and OCRs affect users' impulse purchase behavior. Finally, this study also surveys the moderating role of users' self-control in the impulse purchase process.

Findings

The results show that the perceived value of OCRs and positive emotions (PE) were positively correlated with impulsiveness (IMP) and the urge to buy impulsively (UBI), while negative emotions (NE) were negatively correlated with IMP. Countdowns (CD) had a positive effect on UBI. Self-control can indirectly affect users' impulse buying by negatively moderating the relationship between PE and UBI, PE and IMP and CD and UBI.

Originality/value

The research results can help group buying platforms and related participants understand the factors influencing users' impulse purchases in OGB and facilitate them to better design strategies to increase product sales.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 22 August 2023

Hakan Cengiz and Mehmet Şenel

This study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity…

Abstract

Purpose

This study investigates the relationships between perceived scarcity, fear of missing out (FOMO) and impulse-buying tendencies (IBT) in the fast fashion context in both scarcity and non-scarcity conditions. Additionally, this study examines whether these relationships vary depending on the type of scarcity messages: limited-quantity scarcity (LQS) and limited-time scarcity (LTS).

Design/methodology/approach

We used written scenarios, and each participant was assigned to one of the experimental or control groups for LQS and LTS conditions. Using a structural modeling approach, we tested the conceptual model and analyzed the data through SmartPLS version 4. We conducted mediating and multigroup (MGA) analysis.

Findings

We found that perceived scarcity directly increases IBT and that FOMO partially mediates this relationship across all samples. The MGA findings also revealed that hypothesized relationships were not significantly different across LQS and LTS groups, suggesting that the effect of scarcity messages may be context specific.

Originality/value

Previous studies have yielded mixed results on the effects of different scarcity messages on consumer behavior. This study contributes to the literature by providing evidence of the direct relationship between perceived scarcity, FOMO and impulse buying in the fast fashion context. The study supports the idea that the effect of different types of scarcity messages is context specific, suggesting that the relationship between scarcity perceptions and consumer behavior may vary depending on the product category and cultural context.

Details

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

Keywords

Article
Publication date: 18 April 2017

Navneet Bhatnagar and Arun Kumar Gopalaswamy

This paper aims to identify the dimensions of a firm’s service innovation competence. This paper also aims to establish the relationship between a firm’s service innovation…

2710

Abstract

Purpose

This paper aims to identify the dimensions of a firm’s service innovation competence. This paper also aims to establish the relationship between a firm’s service innovation competence dimensions and customer-oriented service innovation configurations and customer adoption. This study probes the supply side of service innovation to assess the key drivers or capabilities that influence the service innovation process at the firm level.

Design/methodology/approach

This study uses the triangulation method using existing theoretical concept supplemented by 18 in-depth interviews of senior level managers from service firms from three sectors – hospitality, mobile telecommunication services and financial services. The interview findings were supplemented by 12 service innovation case studies (four from each sector). Content analysis of in-depth interviews was performed using three raters, and inter-rater reliability was tested. Case studies were categorized in terms of the strength of the innovation competence dimension observed.

Findings

Based on the content analysis of the interviews and categorization of case study observations, six distinct dimensions of the firm’s service innovation competence were identified. Four attributes of each dimension were also identified. Based on the interview insights and case observations, seven propositions are suggested, and a conceptual framework is presented to establish the relationship between the firm’s service innovation competence dimensions and service innovation configurations and customer adoption.

Research limitations/implications

This study was conducted in the Indian context and remains to be tested using quantitative research. Therefore, researchers are encouraged to test the proposed framework in a different geographical context to ascertain its validity.

Practical implications

The conceptual framework presented in the paper may help managers of service firms in building innovation capabilities that are relevant to development of customer-oriented innovations. This would lead to better customer adoption of their new services.

Originality/value

This paper fills an important knowledge gap regarding the dimensions of a critical supply-side component of service innovation, that is, innovation competence. Clear identification of competence dimensions and their relationship with customer adoption extends the current knowledge on service innovation.

Details

Management Research Review, vol. 40 no. 4
Type: Research Article
ISSN: 2040-8269

Keywords

Abstract

Details

Understanding the Investor: A Maltese Study of Risk and Behavior in Financial Investment Decisions
Type: Book
ISBN: 978-1-78973-705-9

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