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1 – 10 of 18
Article
Publication date: 30 November 2023

Ana Isabel Jiménez-Zarco, M Dolores Mendez-Aparicio and Alicia Izquierdo-Yusta

The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.

Abstract

Purpose

The purpose of this paper is to analyze the life history of the Spanish Generation X over the last five decades.

Design/methodology/approach

Considering that the generational cohort concept can be identified from the marketing side as a market segment, this paper proposes to analyze the socio-economic and cultural context that has marked the different life stages of Generation X, and how they have related to brands according to their needs, desires and aspirations.

Findings

The results show that the customer journey can be considered a circular concept. The customer’s relationship with the brand can begin in childhood and continue into adulthood, such that the emotional relationship established with the brand as a child influences purchase decisions in adulthood.

Research limitations/implications

Although limited to the analysis of Generation X and its relationship with brands, this paper shows the importance of knowing the socio-economic, legal and cultural context of a generation.

Practical implications

As a business implication, the importance of remarketing is evident as a business strategy that reinforces the emotional connection between the brand and the different generations.

Social implications

From a social point of view, this paper shows the power of brands as an element of self-expression of the needs, tastes or preferences of individuals is evident.

Originality/value

This paper offers a different and innovative vision of the customer journey, taking into account the individual’s life cycle, and the way in which at each stage of life, he/she relates to brands in a different way.

Details

Journal of Historical Research in Marketing, vol. 16 no. 1
Type: Research Article
ISSN: 1755-750X

Keywords

Article
Publication date: 1 January 2024

Faraz Sadeghvaziri and Leila Shafeie

The present study aims to deepen the understanding of the relationship between nostalgic brand positioning, nostalgic brand relationship dimensions and brand love.

Abstract

Purpose

The present study aims to deepen the understanding of the relationship between nostalgic brand positioning, nostalgic brand relationship dimensions and brand love.

Design/methodology/approach

This study is based on the data collected from 401 citizens of Tehran aged over 18 years old. Respondents admitted that they have felt love for at least one Iranian brand in their lives. The data collected from a questionnaire and the hypothesized relationships were analyzed using the partial least squares approach using Smart PLS.

Findings

The results showed that nostalgic brand positioning positively and significantly impacts nostalgic brand relationship dimensions. Also, there was a positive and significant relationship between nostalgic brand relationship dimensions and brand love. Nostalgic brand positioning has a significant effect on brand love through the mediating role of the nostalgic brand relationship.

Originality/value

The major contribution of this research is that, based on the construal level theory and literature review, the authors developed a conceptual model in which nostalgic brand relationship dimensions, i.e. emotional attachment, brand local iconness, and brand authenticity, explain how nostalgic brand positioning results in brand love.

Details

Journal of Economic and Administrative Sciences, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1026-4116

Keywords

Article
Publication date: 25 December 2023

Chloe Preece and Alexandros Skandalis

While the spatial dimensions of augmented reality (AR) have received significant attention in the marketing literature, to date, there has been less consideration of its temporal…

Abstract

Purpose

While the spatial dimensions of augmented reality (AR) have received significant attention in the marketing literature, to date, there has been less consideration of its temporal dimensions. This paper aims to theorise digital timework through AR to understand a new form of consumption experience that offers short-lived, immersive forms of mundane, marketer-led escape from everyday life.

Design/methodology/approach

The authors draw upon Casey’s phenomenological work to explore the emergence of new dynamics of temporalisation through digitised play. An illustrative case study using AR shows how consumers use this temporalisation to find stability and comfort through projecting backwards (remembering) and forwards (imagining) in their lives.

Findings

The proliferation of novel digital technologies and platforms has radically transformed consumption experiences as the boundaries between the physical and the virtual, fantasy and reality and play and work have become increasingly blurred. The findings show how temporary escape is carved out within digital space and time, where controlled imaginings provide consumers with an illusion of control over their lives as they re-establish cohesion in a ruptured sense of time.

Research limitations/implications

The authors consider the more critical implications of the offloading capacity of AR, which they show does not prevent cognitive processes such as imagination and remembering but rather puts limits on them. The authors show that these more short-lived, everyday types of digitised escape do not allow for an escape from the structures of everyday life within the market, as much of the previous literature suggests.

Practical implications

The authors argue that corporations need to reflect upon the potential threats of immersive technologies such as AR in harming consumer escapism and take these into serious consideration as part of their strategic experiential design strategies to avoid leading to detrimental effects upon consumer well-being. More nuanced conceptualisations are required to unpack the antecedents of limiting people’s imagination and potentially limiting the fully fledged escape that consumers might desire.

Originality/value

Prior work has conceptualised AR as offloading the need for imagination by making the absent present. The authors critically unpack the implications of this for a more fluid understanding of the temporal logics and limits of consumer escapism.

Details

European Journal of Marketing, vol. 58 no. 1
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 29 March 2024

Vikas Kumar and Vikrant Kaushal

With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative…

Abstract

Purpose

With the increasing competition and rise in the number of brands in almost every product category, consumers need help to figure out authentic brands. Thus, it becomes imperative for marketers to examine the factors that influence the perceptions of brand authenticity (PBA) and its favorable outcomes for the brand. This paper aims to explore the critical antecedents (i.e. “brand heritage” and “brand nostalgia”) and consequences [i.e. “consumer brand engagement” (CBE) and “perceived brand ownership” (PBO)] of PBA in this study.

Design/methodology/approach

In total, 368 responses were collected online through a self-administered survey method and were analyzed using structural equation modeling in AMOS v 25.

Findings

The findings reveal that both brand heritage and brand nostalgia can affect PBA. In addition, PBA engenders CBE and PBO among consumers toward the brand.

Practical implications

The study findings help the marketers to find ways to induce authenticity perceptions among consumers about their brands, which can further translate into PBO and CBE.

Originality/value

This study empirically verifies a model to enhance PBA through brand heritage and nostalgia. Further, it explores CBE and PBO as the potential outcomes of PBA.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

Keywords

Article
Publication date: 25 January 2023

Zhixian Li and Chunxing Fan

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

Abstract

Purpose

This paper aims to explore how traditional industries revert the trend of decline in sales through rebranding by analyzing the extended case study of the fountain pen industry.

Design/methodology/approach

This study analyzes the marketing in case study of the fountain pen industry through two coordinates – symbolizing status and branding nostalgia. The division of analyses in these categories is supplanted by data, such as linear regression to analyze changes in product characteristics.

Findings

This study finds that the rebranding of the fountain pen in multiple fitting images – status symbol, object of nostalgia and something scarce and unique – is successful in capturing consumer demand, shaping consumer perceptions and help the mature industry locate as well as enter a niche market.

Originality/value

To the best of the authors’ knowledge, this paper is the first one to explore the business development of traditional industry as a case study of fountain pens from the perspective of marketing and consumer behavior.

Details

Nankai Business Review International, vol. 15 no. 1
Type: Research Article
ISSN: 2040-8749

Keywords

Case study
Publication date: 30 January 2024

Youwei Wang

As an Internet fashion brand, HSTYLE has developed into an Internet enterprise with annual sales of 1.5 billion RMB within 10 years, establishing its position as the top industry…

Abstract

As an Internet fashion brand, HSTYLE has developed into an Internet enterprise with annual sales of 1.5 billion RMB within 10 years, establishing its position as the top industry performer in China. This case studies HSTYLES' innovation in business model and organizational management. HSTYLE's workgroups have achieved the balance of responsibilities and rights in a small team of three members at minimum, while mobilizing the enthusiasm and initiative of the line managers with the support of public service sector. At the same time, HSTYLE enriches its brand style, establishes a fashion cloud platform, and integrates individual and organizational consumers into its existing fashion design, manufacturing and sales system.

Details

FUDAN, vol. no.
Type: Case Study
ISSN: 2632-7635

Open Access
Article
Publication date: 30 October 2023

Shefali Srivastava and Bindu Singh

Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a…

Abstract

Purpose

Known for its motto “All Ages, All Races, All Genders,” MAC cosmetics reflects the brand’s commitment to inclusivity and diversity. It has been at the forefront of promoting a wide range of skin tones, ethnicities and gender identities in the beauty industry. If you have ever wondered about the secret behind the success of this mega-brand in the beauty industry, this case study aims to provide a comprehensive overview of the company’s history from its early days to the present and discusses the factors that might build or ruin a brand. Moreover, players in the industry will need to adapt to changing consumer preferences, focus on sustainability and leverage digital technologies to remain relevant and capture market opportunities. Therefore, would it be wise for MAC cosmetics to take forward their expansion plans in India, and what is the motivation behind the expansion? Alternatively, would the implementation of a proactive strategy for product innovation, combined with a stronger presence, result in a more viable and sustainable proposition?

Design/methodology/approach

This study relies on online resources for data collection. The data was collected from the secondary sources in the month of November and December 2022. Moreover, the information provided in the case study was validated and supplemented via using different websites, including the company’s website and social media profiles.

Findings

The commitment shown and the roles played will have a lasting impact on the society. Additionally, student will be able to learn when and how to seize opportunities, as well as how to manage obstacles that will arise in their entrepreneurial journey. Through this case study, they will be able to learn a variety of business strategies that can be implemented in emerging markets. The conclusion of the study provides the obstacles and hurdles faced by the industry in expanding in the Indian market. The potential solutions were made through providing information for the students, academicians, entrepreneurs and others to compete in the Indian market situation.

Originality/value

This is a real-world case that provides the audience with first-hand experience to comprehend the event and apply their knowledge to form a conclusion and is also effective for decision-making in the dynamic environment of the present day. However, the authors provide a comprehensive overview of the company’s history from its early days to the present and discuss the factors that might build or ruin a brand.

Details

Vilakshan - XIMB Journal of Management, vol. 21 no. 1
Type: Research Article
ISSN: 0973-1954

Keywords

Content available
Book part
Publication date: 7 February 2024

Abstract

Details

Creating Culture Through Media and Communication
Type: Book
ISBN: 978-1-80071-602-5

Article
Publication date: 2 March 2023

Kristina Buhagiar, Lisa A. Pace and Sandra M. Dingli

Boutique hotels reflect a nascent phenomenon in the literature and in the accommodation sector. As a result, they are void of governmental classification and regulation…

Abstract

Purpose

Boutique hotels reflect a nascent phenomenon in the literature and in the accommodation sector. As a result, they are void of governmental classification and regulation. Concurrently, they lack any form of operational definition. The purpose of this paper is to address these limitations by identifying the core attributes found to define boutique hotels.

Design/methodology/approach

To fulfil the purpose of this paper, the authors conducted a systematic literature review on Web of Science. This resulted in an analysis of 33 peer-review articles published from 1994 to 2022.

Findings

The findings of this review revealed that boutique hotels are defined by eight core attributes; these are (1) multiple ownership structures, (2) situatedness in a historic premises, (3) strategic locations, (4) thematized internal décor, (5) experience design, (6) high levels of personalization, (7) novelty in service provisions and (8) niche marketing strategies.

Practical implications

For policymakers, this paper may be used as a reference point to establish designated classification systems for boutique hotels. For practitioners, this paper may be used as a source of inspiration and benchmark to establish boutique hotels which align to the criteria highlighted in this paper. For scholars, this paper proposes an operational description of boutique hotels and novel areas for future research.

Originality/value

This paper represents one of the initial efforts undertaken by researchers to unify the literature on boutique hotels.

Details

Journal of Hospitality and Tourism Insights, vol. 7 no. 1
Type: Research Article
ISSN: 2514-9792

Keywords

Article
Publication date: 2 February 2024

Eunice Benyah, Richard Acquaye and Raphael Kanyire Seidu

The innovativeness of dressmakers is a concern to respondents to satisfy their clothing needs. The purpose of this study is to determine the criteria that respondents use to judge…

Abstract

Purpose

The innovativeness of dressmakers is a concern to respondents to satisfy their clothing needs. The purpose of this study is to determine the criteria that respondents use to judge the quality of clothing and its influences on the innovative ability of dressmakers in the clothing manufacturing industries.

Design/methodology/approach

Three hundred and ninety-seven (397) respondents in the Takoradi Metropolis of Ghana filled out a questionnaire, and the results were used to compile data for the study. The sample size was calculated using Miller and Brewer formula. The data was analysed using structural equational modelling with the SmartPLS v.4 software.

Findings

The results showed that respondents are very interested in the calibre of clothing produced by their dressmakers. However, the study revealed that when evaluating the quality of a garment, respondents do not simply accept what has been sewn for them but also consider the performance, appearance, fit and shape of the garment. Findings revealed that there was a significant relationship between garment appearance quality (t = 2.605; p < 0.05), garment performance quality (t = 3.915; p < 0.05), garment shape quality (t = 6.248; p <0.05) and fashion innovations. Subsequently, the evaluation of garment fit quality by respondents revealed it does not bring about innovations (t = 1.310; p > 0.05).

Practical implications

The continuous evaluation of custom-made clothing from customers will go a long way towards highlighting the relative criteria they use to evaluate the innovation of dressmakers. This will help improve the creativity of the dressmakers since such feedback will help them understand and innovate their production skills to meet the preferences of customers.

Originality/value

The present study provides an in-depth understanding of how garment quality evaluation by customers influences the innovation of dressmakers in Takoradi, Ghana. The constructs were developed for the study to capture the appropriate data from customers for the study. This presents an evaluation criterion on four garment quality variables imperative for use or modification by other studies.

Details

Research Journal of Textile and Apparel, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1560-6074

Keywords

1 – 10 of 18