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1 – 10 of over 2000Rory Mulcahy, Shahab Pourfakhimi, Girish Prayag, Elham Falatoonitoosi and Noel Scott
This study aims to theorise and empirically test a model based on the hierarchy of effects behavioural learning approach (“do-think-feel”) to explain how travel during a crisis…
Abstract
Purpose
This study aims to theorise and empirically test a model based on the hierarchy of effects behavioural learning approach (“do-think-feel”) to explain how travel during a crisis assists consumer well-being. The paper also examines whether the effect travel has on well-being is serially mediated by perceived risk and resilience and moderated by the personality trait of sensation-seeking.
Design/methodology/approach
This research uses a quasi-experimental design involving Australian consumers based on a sample of n = 307 who had travelled and n = 277 who had not during the COVID-19 pandemic (N = 584). A replication study (N = 290) is also undertaken to assess the robustness of the hierarchy of effects uncovered in the main study. Data were analysed using structural equation modelling (SEM) and Hayes PROCESS macro.
Findings
The results reveal travellers have significantly higher levels of both hedonic and eudaimonic well-being than non-travellers, suggesting the transformative potential of travel experiences during a crisis. The transformative potential of travel is driven by perceived risk and psychological resilience, which mediate the relationship between travel frequency and well-being. Further, spotlight moderation analysis demonstrates that the effect of travel on well-being is most profound for those with lower levels of sensation-seeking. These relationships are also confirmed in the replication study.
Originality/value
This research is among the first in transformative service research (TSR) to test the mediators of perceived risk and resilience together in a singular study, showing how experiences such as travel are potentially transformative. It also evaluates personality traits such as sensation-seeking as a moderating factor, which is uncommon in TSR. Further, this study empirically validates a do–think–feel behavioural learning approach, as opposed to other hierarchy of effects sequences that are dominant in TSR and the wider services marketing literature.
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Jianxiong Tang, Liping Xie, Qiao Sun and Xian Liu
Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study…
Abstract
Purpose
Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.
Design/methodology/approach
In this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.
Findings
BR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.
Practical implications
Managers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.
Originality/value
The research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.
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Lan Ma, Saeed Pahlevan Sharif, Arghya Ray and Kok Wei Khong
The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive…
Abstract
Purpose
The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context.
Design/methodology/approach
The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform (Udemy.com). The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM).
Findings
Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend.
Originality/value
Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators.
Peer review
The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2021-0482/
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This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine…
Abstract
Purpose
This study aims to identify the decision-making process involved in the purchase of organic wine from consumer values to attitudes to behavioural intention towards organic wine via the value–attitude–behaviour (VAB) model. Involvement in wine is also taken into consideration.
Design/methodology/approach
The data were collected using a snowball sampling method and a closed-ended questionnaire. A total of 209 responses were analysed. Linear regression and PROCESS Macro on SPSS were used to perform data analysis.
Findings
Both biospheric-altruistic values and egoistic values are positively associated with attitudes towards organic wine. Attitude is found to mediate the relationship between biospheric-altruistic/egoistic values and behavioural intention. Egoistic values are found to significantly predict behavioural intention in the organic wine purchase context. Involvement was found to moderate the relationship between egoistic values and attitudinal loyalty.
Originality/value
This study identifies the decision-making hierarchy from consumer values to attitudes to behavioural intention, theoretically confirming the robustness of the VAB model in the organic wine consumption context. It also makes a practical contribution by indicating the marketing emphasis of organic wine and segmenting potential consumers according to their values and levels of wine involvement.
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The learning outcomes of this study are as follows:Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the…
Abstract
Learning outcomes
The learning outcomes of this study are as follows:
Teaching Objective 1: Students will describe specific characteristics of the rural market in India and will draw out the differences vis-a-vis the urban markets.
Teaching Objective 2: Students will describe about the push versus pull strategy and various channels of distribution in rural areas.
Teaching Objective 3: The students will explain the 4As of the rural marketing mix and apply the same in the context of the case.
Teaching Objective 4: The case can be applied with respect to the health-belief model to help students analyse the behaviour change model.
Teaching Objective 5: Students will analyse the challenges associated with supply chain and logistics in rural areas.
Case overview/synopsis
This case study looked at a start-up company Rugved Hygienecare Industries Private Limited and their sanitary napkin brand “Abolee” designed and targeted for rural women in India. Onkar Charegaonkar and Mithila Charegaonkar started this venture in December 2017, realizing that sanitary napkins solved a greater purpose of helping women hygienically manage menstruation, and at the same time, there was no threat to this product because over a period of time, it became a necessity of life. Onkar and Mithila believed in giving back to the society and at the same time generate revenue for their company. Onkar and Mithila needed to make a decision with respect to the distribution structure for Abolee to improve penetration in different rural areas of Maharashtra. Onkar and Mithila needed to strategize to create a remarkable impact in the rural areas. There were multiple challenges that were faced by Abolee, such as: creating awareness about hygienically managing menstruation options among women, ensuring that women consumers continue to use hygienic menstruation management material, creating a preference for Abolee among women consumers and deciding on whether to focus on driving sales through existing channel partners or to invest in finding out alternative avenues for selling “Abolee” in rural areas.
Complexity academic level
This case study was primarily written for understanding rural marketing aspects of marketing management courses at both the undergraduate level and the postgraduate level. This case study also indicated about the role of gender and its impact on consumer behaviour in rural areas. Although this case study was related to the rural Indian market, it can also be related to other emerging economies.
Supplementary material
Teaching notes are available for educators only.
Subject code
CSS8: Marketing.
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Michaela Jánská, Marta Žambochová and Pavol Kita
Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy…
Abstract
Purpose
Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.
Design/methodology/approach
The analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.
Findings
The data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.
Originality/value
The results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.
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Wioleta Kucharska and Denise Bedford
In this chapter, the authors explain the value of the KLC approach to building cultural capacity in knowledge-driven organizations. This chapter also explains the importance of…
Abstract
Chapter Summary
In this chapter, the authors explain the value of the KLC approach to building cultural capacity in knowledge-driven organizations. This chapter also explains the importance of coherent multilevel interactions to expose and experience a company culture. The authors reinforce that culture is learned simultaneously, consciously and unconsciously, through all company’s related experiences. The effects of leadership, hierarchy, and maturity on cultural capacity are discussed at the individual, team, and organizational levels. Finally, the chapter provides a step-by-step methodology and sample questions for taking stock of an organization’s cultural capacity.
Jianlan Zhong, Han Cheng, Xiaowei Chen and Fu Jia
This paper aims to systematically review the literature on quality management in agri-food supply chains (SCs) and propose an integrated conceptual framework.
Abstract
Purpose
This paper aims to systematically review the literature on quality management in agri-food supply chains (SCs) and propose an integrated conceptual framework.
Design/methodology/approach
A systematic literature review that analyses 93 papers in peer-reviewed academic journals published from 1996 to November 2021 is conducted. A conceptual model is advanced.
Findings
Based on a hierarchy of capabilities perspective, the authors develop an integrated conceptual framework in which SC quality (SCQ) management practices promote three levels of SC dynamic capabilities, which in turn lead to agri-food SCQ performance.
Originality/value
The authors propose a hierarchy of capabilities perspective of quality management in agri-food SCs and develop a conceptual framework. Furthermore, a number of propositions based on dynamic capabilities and the review findings are provided. Four future research directions are presented.
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Wioleta Kucharska and Denise Bedford
This chapter describes the business goals, purpose, and strategy of public defense and military services. It reinforces defense and military organizations’ fundamental…
Abstract
Chapter Summary
This chapter describes the business goals, purpose, and strategy of public defense and military services. It reinforces defense and military organizations’ fundamental bureaucratic administrative culture (Tier 1). The authors describe the influence that political appointees as leaders may play in shaping public sector cultures. The bureaucratic culture of diplomacy is deconstructed, and each of the five layers is described in detail. Additionally, the authors explain why focusing on the beliefs layer is the dominant layer and the essential starting point for analysis in military cultures. The public service culture (Tier 2) is a mediating and grounding culture for the military. It is firmly grounded in the foundational values of the state. The chapter outlines the landscape of external influencing cultures (Tier 3) in the defense and military landscape. Finally, the potential value and challenges of developing internal knowledge, learning, and collaboration (KLC) cultures are explored.