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1 – 10 of 47Laurence 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…
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.
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Gopal Das, John Peloza, Geetika Varshneya and Todd Green
Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs…
Abstract
Purpose
Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products with ethical attributes. Notably, consumers’ preference for quality can differ between self-purchases and gifts, and the presence of ethical attributes can impact product quality perceptions. The purpose of this paper is to examine how the presence of ethical attributes alters decision-making in a gift-giving context using perceptions of product quality as an explanatory variable for these differences.
Design/methodology/approach
One field study and two controlled experiments test the proposed hypotheses. The experiments were conducted across different product categories and samples.
Findings
Results showed that the presence of an ethical attribute leads to higher purchase intentions for products in a gift-giving context compared to self-purchase. Perceived quality mediates this effect. Further process evidence through moderation, including resource synergy beliefs, support the findings. This paper discusses the theoretical, managerial and societal implications of these results.
Research limitations/implications
Although care was taken to select products to enhance generalizability, the studies presented here are limited to two products. Further, although the present research includes a field study with actual charity-related purchases, the role of time pressures is not explicitly explored. Finally, the role of brand-self connections is not explored in the current research. The ability for a donor to integrate the mission of a charity into their self-perception or the potential for social normative influences to impact behaviors remains open for exploration.
Practical implications
Charities are facing increasing pressures to raise sustainable funds to support their missions. The research provides guidance to marketers and fundraisers in the non-profit sector that allows them to direct more focused fundraising appeals to donors and adapt their fundraising efforts to create a fit between their audience and fundraising appeals.
Originality/value
This research demonstrates that consumption target (purchasing for the self versus purchasing for others) is a vital contextual factor that influences customer preference for ethical attributes. These results complement the extant literature by exploring the underlying mechanism behind consumers’ responses to the ethical attributes in the case of self-purchase and other-purchase. The underlying effect is supported theoretically by resource synergy beliefs.
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Dong Lyu, Dirk Moosmayer, Hao Ding and Jia Jin
This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases.
Abstract
Purpose
This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases.
Design/methodology/approach
Across three paper-based questionnaire experiments, the authors examine how consumers’ preferences for desirability and feasibility vary with purchase types (self- vs gift-purchases) based on the functional theories of attitudes. The authors examine consumers’ attitude functions and their self-monitoring closely associated with chronic attitude functions.
Findings
The findings show that the social adjustive function moderates whether consumers hold consistent or inconsistent preferences across the two purchases. Specifically, consumers generally rely more on desirability in gift-purchases than self-purchases, whereas this inconsistent preference only exists when the social adjustive function is comparable or advantaged to the utilitarian function. When the social adjustive function is significantly disadvantaged relative to the utilitarian function, consumers consistently prefer feasibility irrespective of self- or gift-purchases.
Research limitations/implications
The research contributes to the familiar topic of consumers’ choice trade-offs between self- and gift-purchases. It documents the moderating role of the social adjustive function of consumers’ attitudes in whether they hold consistent or inconsistent choices across the two purchases. This extends the extensive research on self-other decisions.
Practical implications
The findings strongly suggest retailers identify or manipulate consumers’ attitude functions to make the attitude functions align with the purchase type when recommending products.
Originality/value
Most relevant literature focuses on exploring choice differences between self- and gift-purchases. This research not only explores the choice differences but also attempts to find the condition under which people’s choices do not differ between the two purchases.
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Pielah Kim, Hua Chang, Rajiv Vaidyanathan and Leslie Stoel
Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of…
Abstract
Purpose
Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and brand attitude.
Design/methodology/approach
Study 1 (n = 219) tests the moderated–mediation relationship, the effect of customization (IV) on perceived partner quality (mediator), and its indirect effect on brand attitude (DV), which is moderated by consumers’ self-construal orientation (Moderator 1). Study 2 (n = 416) extends the model tested in Study 1 by including an additional moderator, shopping task context (Moderator 2).
Findings
Results empirically demonstrate the impact of self-construal and shopping task context on the effectiveness of customization in improved customer–brand partner quality and eventual brand attitude.
Practical implications
Customization may not appeal to every customer for the same reason. Marketers must target customers’ individual traits (independents vs interdependents) and understand the context of the shopping task context (self-purchase vs gift-giving).
Originality/value
The work reveals how brands can enhance consumers’ perceptions of the brand by allowing them to customize the product. It is novel in demonstrating that customization is not just a fine-grained segmentation strategy but a brand building tool. It highlights contextual factors affecting the outcome of customization by demonstrating the conditions under which it is most effective.
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N. Meltem Cakici and Paurav Shukla
Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions…
Abstract
Purpose
Extant research shows that consumers regularly misclassify country-of-origin (COO) associated with brands. The purpose of this paper is to examine changes in behavioral intentions (i.e. purchase intentions for self and others and brand judgments) when consumers are made aware that they have misclassified the COO and then are informed of the brand’s correct origin. Drawing on cognitive dissonance theory, the authors also explore the moderating roles of consumer affinity, animosity, and product knowledge.
Design/methodology/approach
Two experiments test the direct and moderating effects of COO misclassification awareness on behavioral intentions.
Findings
The findings show detrimental effects of misclassification on behavioral intentions when consumers have high affinity with misclassified COO. Moreover, the experiments demonstrate a significantly greater decrease in behavioral intentions among experts than novices in the low-affinity condition and the reverse effect in the high-affinity condition.
Practical implications
The negative effects of COO misclassification on consumer behavioral intentions highlight the need for managers to proactively avoid misclassification. The findings should also aid managers in developing responsive marketing campaigns that consider consumer affinity, animosity, and level of product knowledge.
Originality/value
This research is the first to compare consumer behavioral responses before and after COO misclassification awareness. The study demonstrates that cognitive dissonance underpins the process of misclassification. It also contributes to COO literature by examining the interaction of consumer affinity and animosity with product knowledge and their influence on consumer behavior in the case of COO misclassification.
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There is agreement in the literature that offenders often acquire guns through unregulated private encounters with friends, family members and petty criminals. Although anecdotes…
Abstract
There is agreement in the literature that offenders often acquire guns through unregulated private encounters with friends, family members and petty criminals. Although anecdotes suggest that licensed gun dealers also play a role, most studies have ignored or discounted the possibility that dishonest retailers are a significant source of supply. This effort explores gun markets in Los Angeles by examining the redistributive history of firearms seized by police and by reviewing Federal gun trafficking investigations. One finding, that corrupt licensed dealers diverted sizeable quantities of guns to end users and to unlicensed street vendors, suggests that retail sources may serve as a far more important source of firearms for criminals than is commonly supposed.
The purpose of this paper is to provide new ways of thinking about what motivates consumers to choose the green alternative, ideas that will be helpful in reducing the…
Abstract
Purpose
The purpose of this paper is to provide new ways of thinking about what motivates consumers to choose the green alternative, ideas that will be helpful in reducing the unsatisfactory green attitude-behaviour gap. Consumers have many self-aspects. This paper shows why it is necessary to activate consumers’ pragmatic selves if we want to predict purchase behaviour. The pragmatic self is concerned with costs and reference prices. When researchers activate consumers’ idealistic selves, they get idealistic answers which deviate from actual behaviour. The study also distinguishes between green alternatives with desirable green or non-green self-benefits, and green alternatives with other-benefits that are difficult to comprehend.
Design/methodology/approach
This study is based on a consumer survey and the data is analysed with structural equation modelling. The concept environmental colour is introduced to understand purchase differences between different consumer segments on the market.
Findings
This study shows that consumers buy benefits, which is why dark brown consumers choose the green alternative when it has a competitive advantage. It also shows that the propensity to choose the green alternative is highest among consumers who in addition see green as a benefit and have the habit of buying other green products. Another result is that the green consumers have higher self-awareness than brown consumers and are very cost conscious.
Practical implications
Good decisions are based on what consumers actually do, not what they say they would like to do. This paper offers practical help on understanding consumers’ purchase criteria and how to activate their pragmatic selves. Much more could be done to promote the pro-self and pro-social benefits of making sustainable choices.
Social implications
To get a sustainable world, it is urgent to understand what motivates consumers to pay extra for environmentally friendly alternatives.
Originality/value
This paper offers new theoretical insights on how researchers can reduce the green gap.
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Leighann Neilson and Erin Barkel
This paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl Graduate…
Abstract
Purpose
This paper aims to present a history of the marketing of hope chests in the USA, focusing in particular on one very successful sales promotion, the Lane Company’s Girl Graduate Plan. The Girl Graduate Plan is placed within its historical context to better understand the socioeconomic forces that contributed to its success for a considerable period but ultimately led to decreased demand for the product.
Design/methodology/approach
The history of the marketing of hope or marriage chests draws upon primary sources located in the Lane Company Collection at the Virginia Museum of History and Culture. Secondary sources and images of advertising culled from Google image searches provided additional insight into the operation of the company’s Girl Graduate Plan.
Findings
While the Lane Company benefitted in the form of increased sales, profit and brand awareness and loyalty from prevailing socio-economic trends, which supported the success of its Girl Graduate Plan, including targeting the youth market, this promotion ultimately fell victim to the company’s failure to stay abreast of social changes related to the role of women in society.
Research limitations/implications
Like all historical research, this research is dependent upon the historical sources that are accessible. The authors combined documents available from the Virginia Historical Society archives with online searches, but other data sources may well exist.
Practical implications
This history investigates how one manufacturer, a leader in the North American industry, collaborated with furniture dealers to promote their products to young women who were about to become the primary decision makers for the purchase of home furnishings. As such, it provides an historical example of the power of successful collaboration with channel partners. It also provides an example of innovation within an already crowded market.
Social implications
The hope chest as an object of material culture can be found in many cultures worldwide. It has variously represented a woman’s coming of age, the love relationship between a couple and a family’s social status. It has also served as a woman’s store of wealth. This history details how changing social values influenced the popularity of the hope chest tradition in the USA.
Originality/value
The history of the marketing of hope chests is an area that has not been seriously considered in consumption histories or in histories of marketing practices to date, in spite of the continuing sentimental appeal for many consumers.
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Elaine Wallace, Isabel Buil and Sara Catalán
This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual…
Abstract
Purpose
This study explores consumers' self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and whether ASC or ISC of luxury fashion brands on Facebook predicts purchase intention. It also examines trait antecedents of both ASC and ISC Facebook mentions of luxury fashion brands, specifically materialism, self-monitoring and self-esteem.
Design/methodology/approach
Findings are presented from a survey of Facebook users who mention luxury fashion brands on the social medium.
Findings
Self-esteem was revealed as an antecedent of ASC luxury fashion brands mentioned on Facebook, while materialism and high self-monitoring predicted ISC luxury fashion brands. Only ASC luxury fashion brands mentioned online were positively associated with purchase intention.
Research limitations/implications
Results are exploratory, and they are limited to those who are active Facebook users and who mention a luxury fashion brand on Facebook.
Practical implications
The study offers implications for managers of luxury fashion brands seeking to utilise Facebook to enhance the purchase intention for their brands or to increase the idealisation of the brand.
Originality/value
The paper provides new insights into the relationship between self-congruent mentions of luxury fashion brands on Facebook and purchase intention of those brands, distinguishing between ISC and ASC. This research also offers valuable and useful insights into ISC and ASC antecedents.
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This paper will establish the fundamental marketing and communication touchstones that must be acknowledged, considered and understood before developing and implementing any child…
Abstract
This paper will establish the fundamental marketing and communication touchstones that must be acknowledged, considered and understood before developing and implementing any child directed marketing or communication strategy.
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