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Article
Publication date: 2 May 2017

Samrand Toufani, John Philip Stanton and Tendai Chikweche

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the…

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Abstract

Purpose

The purpose of this paper is to examine how potential purchasers of a personal information, communication and entertainment device such as a smartphone, perceive the aesthetics of such a product. It then examines whether appreciation of the product’s aesthetics influences their purchase intention through different dimensions of perceived value drawn from perceptions of the product’s aesthetics, or whether there is a direct relationship from aesthetics to purchase intention.

Design/methodology/approach

Mixed methods consisting of two focus groups, a pilot and large online surveys were used for instrument confirmation and data collection. Data were analysed and hypotheses were tested using partial least squares structural equation modelling techniques.

Findings

Aesthetics’ primary effect on purchase intention is not direct, but rather indirect through perceived social and to a lesser extent, perceived emotional value while the importance of aesthetics on perceived functional value is far less. There was also support for a formative approach in the construction of an aesthetics scale with the identification of four different latent factors of aesthetics.

Research limitations/implications

This study is product specific but should be extendable to the product category. The possibility of other variables affecting the aesthetic appreciation of a product also needs consideration.

Practical implications

The study provides managers with insights on how aesthetics can be used to strengthen purchase intention in terms of both product development and promotional strategies. Aesthetics’ appeal to social and emotional perceived values, rather than functional value, provides guidance on how to use aesthetics in promotional campaigns.

Originality/value

Despite the richness of the literature on aesthetics, only a limited number of studies have researched the factors influencing aesthetic appreciation of a product and the effect on purchase intention. This research expands knowledge in the area thereby providing new insights on the influence of aesthetics on marketing.

Details

Marketing Intelligence & Planning, vol. 35 no. 3
Type: Research Article
ISSN: 0263-4503

Keywords

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Article
Publication date: 9 August 2011

Samrand Toufani and Gholam Ali Montazer

The purpose of this paper is first to construct an e‐publishing model and then to implement the model in Iranian publishers.

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1014

Abstract

Purpose

The purpose of this paper is first to construct an e‐publishing model and then to implement the model in Iranian publishers.

Design/methodology/approach

This article critically tries to evaluate Iranian publishing companies involved in e‐publishing based on a new model which is made in this paper. Moreover, it has tried to investigate the readiness of the society and the Ministry of Culture and Islamic Guidance as a legislator toward e‐publishing. Furthermore, some suggestions to remove challenges toward e‐publishing based on the findings will be made.

Findings

A new e‐publishing readiness model is made based on e‐readiness prior models. Based on the new model, the e‐publishing readiness level of Iranian publishing companies is evaluated. It was found that, to improve e‐publishing, it is necessary to have a holistic view toward the model in a way that considers all dimensions of e‐publishing. Furthermore, it was found that in some constructs like technical infrastructure, social, and economical and financial constructs, Iranian publishers did not enjoy a good status, while in other factors this was better. Consequently, based on these finding, some suggestions are made toward improving the e‐publishing readiness level of Iranian publishers.

Originality/value

This research is probably the first to support the perspective of critical issues regarding e‐readiness assessment in publishing companies based on macro models. It will give a good insight which it is expected could be helpful for managers to consider the critical issues with respect to e‐readiness assessment of their organization in an effective way.

Details

The Electronic Library, vol. 29 no. 4
Type: Research Article
ISSN: 0264-0473

Keywords

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