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Article
Publication date: 1 June 2005

James Mowle and Bill Merrilees

This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory…

6879

Abstract

Purpose

This study proposes investigating the branding of small to medium‐sized enterprise (SME) wineries in an Australian context. By taking a qualitative approach, the theory building research seeks further to understand branding from the perspective of the SME winery, and in doing so, go some way in addressing the current deficit in the literature.

Design/methodology/approach

Bhat and Reddy's conceptualisation of brand functionality and symbolism is used as a branding framework to underlie the research. A multiple case study design was adopted as a research method to provide case data on eight SME wineries. Data were collected through in‐depth interviews with the owner/manager of each winery, direct observation and document analysis.

Findings

The findings are presented in the form a model of SME winery branding, which, in addition to distinguishing two approaches to branding, highlights the functional and symbolic values inherent in the brand. The findings endorse the notion that brands can simultaneously have both functional and symbolic appeal. More radically, the emergent model suggests interdependence between the functional and symbolic properties of branding.

Practical implications

Practically, the findings highlight the importance of developing the symbolic values associated with the brand, which represent a more sustainable competitive advantage.

Originality/value

By establishing a tentative theory on SME winery branding, this study has begun to address the current deficit in wine marketing literature and has set a foundation for further research.

Details

Journal of Product & Brand Management, vol. 14 no. 4
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 February 2002

Michael W. Allen, Sik Hung Ng and Marc Wilson

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals…

9187

Abstract

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human values, the type of meaning to which they prefer to attend in products (i.e. utilitarian or symbolic), and how they choose to evaluate the products (i.e. a piecemeal or affective judgement). The study found that individuals who favoured instrumental to terminal human values showed a predisposition to attend to the utilitarian meanings of products and make piecemeal judgements. In contrast, individuals who favoured terminal over instrumental values preferred symbolic meanings, affective judgements, and human values in general. Study 2 found that individuals who favoured instrumental to terminal values had stronger instrumental attitudes towards cars and sun‐glasses. The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.

Details

European Journal of Marketing, vol. 36 no. 1/2
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 24 February 2012

Ho Jung Choo, Heekang Moon, Hyunsook Kim and Namhee Yoon

The purpose of this paper is to conceptualize luxury customer value and empirically test the reliability and validity of the proposed structure of it. In addition, it aims…

21496

Abstract

Purpose

The purpose of this paper is to conceptualize luxury customer value and empirically test the reliability and validity of the proposed structure of it. In addition, it aims to identify luxury customer value factors that influence brand relationship and behavioural intention.

Design/methodology/approach

A thorough literature study produces a comprehensive model of luxury consumer value. For an empirical test of the model, a web‐based on‐line survey is performed using a consumer sample in Korea. Statistical tests including CFA, second order factor analysis and structural model testing using covariance analysis are conducted.

Findings

The findings show that the luxury customer value represents a second‐order construct. The results provide satisfactory support for the four‐value structure model composed of utilitarian, hedonic, symbolic and economic values. Utilitarian value includes excellence and functional values, whereas hedonic value encompasses aesthetic, pleasure and experiential values. Symbolic value is reflected in self‐expressive and social values. Regarding the effect of luxury customer value on relationship quality, customers who perceive high symbolic, economic and functional values for luxury brands are more likely to develop a positive relationship with the brands.

Originality/value

In an attempt to confirm the luxury customer value structure in an emerging economy under a collective culture, this study expands previous studies on the conceptualization of luxury customer value. Through the empirical phase of the study, measures with both high reliability and validity for luxury customer value are produced, which will provide great benefits for further studies in the subject area. The association between customer value and brand relationship is examined.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 16 no. 1
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 12 September 2016

Wan Yang and Anna S. Mattila

The luxury segment of the hospitality industry has experienced substantial growth in the past decade. Unfortunately, the notion of perceived luxury values has received…

11322

Abstract

Purpose

The luxury segment of the hospitality industry has experienced substantial growth in the past decade. Unfortunately, the notion of perceived luxury values has received scant attention, and there is a lack of valid framework to capture consumers’ value perceptions in the context of luxury hospitality services. Using luxury restaurant as an example of luxury hospitality services, this paper aims to establish the structure of luxury hospitality values and their measures and to investigate the relationship between luxury hospitality values and purchase intentions.

Design/methodology/approach

A survey questionnaire was developed to test the proposed luxury value framework. Confirmatory factor analysis and hierarchical linear regression were used to test the hypotheses.

Findings

Four luxury restaurant value dimensions including functional value, hedonic value, symbolic/expressive value and financial value were identified. The study results further reveal that a consumer’s purchase intention is influenced primarily by hedonic value, followed by functional value and financial value. Interestingly, unlike in the context of luxury goods, the purchase of luxury restaurant services is not substantially influenced by symbolic/expressive value.

Practical implications

Hospitality firms catering to the affluent might use the luxury value framework to better understand what drives their customers’ purchase intentions, and use such knowledge to create new services or to improve current product offerings. In addition, luxury hospitality companies can use this luxury value framework to position their brands/products.

Originality/value

To the best of the authors’ knowledge, this study is the first that empirically tests a luxury value framework in the luxury hospitality context and investigates the relationship between luxury hospitality values and purchase intentions.

Details

International Journal of Contemporary Hospitality Management, vol. 28 no. 9
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 17 September 2021

Deonir De Toni, Rogério Pompermayer, Fernanda Lazzari and Gabriel Sperandio Milan

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to…

1164

Abstract

Purpose

The symbolic value of wine is a relevant research topic and raises the interest in studies in both the enological and market areas. In this context, this study aims to understand the role of the symbolic value of wine and its relationship to the product purchase intention.

Design/methodology/approach

The study is based on a survey of 269 wine consumers from Brazil. The basic theoretical framework includes three latent constructs (symbolic value, consumer attitude and product-norm experience) and three moderators (consumer involvement, willingness to pay and consumer preference). Relations between these are analyzed using the confirmatory factor analysis (CFA) and the moderated mediation analyses using Haye’s process.

Findings

This research identified that the symbolic value is totally mediated by consumers’ attitudes and product-norm experiences. However, such a relationship occurs directly for consumers with higher involvement with the product, higher willingness to pay, and who assume that wine is their preferred alcoholic beverage.

Originality/value

One of the contributions is to emphasize the symbolic value of wine and highlight how the relationship with different factors can interfere and explain consumer purchase intention and can influence the strategies, actions and investments of companies in the sector.

Article
Publication date: 7 April 2022

Ruizhi Yuan, Martin J. Liu and Markus Blut

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt…

Abstract

Purpose

This study aims to examine the impact of five consumption values (i.e. ecological, functional, symbolic, experiential and epistemic) on consumers’ intentions to adopt green products. Using Thaler’s utility theory, the authors investigate the indirect effect of values on purchase intention through acquisition utility and transaction utility. Two moderators (materialism orientation and value consciousness) further influence the strength of the effect of consumption values on transaction utility.

Design/methodology/approach

The authors used a survey design (N = 437 Chinese customers recruited through a Chinese online panel provider) and structural equation modeling (SEM) to test six hypothesized relationships in the proposed model. Moderated SEM was used for moderation analysis.

Findings

Most hypothesized relationships in the model were confirmed, with the exception of the functional value–transaction utility link and the moderating effect of materialism on the experiential value–transaction utility relationship.

Research limitations/implications

Larger-scale research may help to determine whether there are more significant differences in consumer evaluations of different types of green products.

Practical implications

As the concept of green marketing in China evolves, firms should continue to stress the importance and value of green products regarding individuals’ care for the environment, status and self-image. Further, firms should conduct systematic utility analyses and address acquisition and price equity in a strategic process.

Originality/value

To the best of the authors’ knowledge, this study is the first to adapt utility theory to green consumption and proposes a clearly defined and well-substantiated set of utility types by merging economic and green consumption literature.

Details

European Journal of Marketing, vol. 56 no. 4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 13 September 2013

Ning Li, Andrew Robson and Nigel Coates

Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting…

7194

Abstract

Purpose

Purchases of luxury fashion brands continues to grow rapidly in metropolitan China, creating a significant global marketplace. Associated behaviour is maturing, exhibiting levels of sophistication and is risk averse, consequently, purchasing intention and willingness to pay more represent areas for marketer consideration, as do the potential impact of consumer‐perceived brand value and affect on these outcomes.

Design/methodology/approach

A survey of 431 Chinese consumers located in Beijing was undertaken within shopping malls specialising in luxury brands, fashion items included. The analysis undertaken considers the influence of value and affect on purchase intention and consumers’ willingness to pay extra, achieved by deploying confirmatory factor analysis (CFA) and structural equations modelling (SEM).

Findings

Functional and social value positively influence consumers’ willingness to pay premium prices, impending purchase intentions and affective attitude towards luxury brands, functional value consistently acting as the more dominant predictor, with attitude further directly influencing purchase intention. Symbolic values afforded by consumers influence to some extent affective attitude, but not willingness to pay, whilst the direct effect on purchase intention is counter intuitive.

Research limitations/implications

The research was restricted to Beijing, where consumer behaviour understanding is transferable to other key Chinese conurbations, but not necessarily to the majority of the country, where disposable income levels and consumer relationships with fashion and luxury are recognisably different.

Originality/value

This centres on setting and recognition of the key antecedents of purchase intention and a propensity to pay more for items of fashion and luxury.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 17 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 5 March 2018

Mohsen Akbari, Mohammad Hasan Gholizadeh and Masoomeh Zomorrodi

Purchase intention of consumers depends on their perception of the extent to which his expectations will be met through the product. This issue, in the context of the…

1487

Abstract

Purpose

Purchase intention of consumers depends on their perception of the extent to which his expectations will be met through the product. This issue, in the context of the products that are immediately purchased by consumer, depends on the extent of relationship in the point of sale. Packaging is one of the most significant factors influencing purchase decision in the point of sale. In this research, the purpose is evaluating the impact of using Islamic symbols in food packaging on the purchase intention of Muslim consumers.

Design/methodology/approach

The authors surveyed Muslim consumers through a questionnaire and analyzed the gathered data through partial least squares (PLS).

Findings

The findings reveal the positive impact of Islamic symbols in food packaging on purchase intention of Muslim consumers. However, this effect was confirmed regarding people with high religiosity. The findings show that religious symbol in packaging increases perceived religious symbolic-value of the product among the customers with high religiosity.

Originality/value

Findings of this paper help marketers that are seeking to promote their products in Islamic markets identify the importance of religious symbols and understand when and how to use these symbols in packaging.

Article
Publication date: 4 October 2022

Abdulla Al-Towfiq Hasan

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic…

Abstract

Purpose

The study aims to empirically test the effects of antecedents on behavioral intentions towards Uber-ridesharing services. The antecedents are perceived value (hedonic, utilitarian, epistemic, and symbolic value), e-Attitude, and technology attachment (smartphone use, Internet use, and e-Involvement). Moreover, the study explores the mediating effect of three-dimensional perceived value (hedonic, utilitarian, and epistemic value) and e-Attitude; and the moderating effect of symbolic value on behavioral intentions towards Uber-ridesharing services.

Design/methodology/approach

A mixed survey (75% Google Form, 25% face to face) was conducted in Bangladesh to collect data from customers who had previously participated in Uber-ridesharing services, one of the largest ridesharing platforms in Bangladesh. Subsequently, data were analyzed based on the structural equation modeling technique using SmartPLS 3.3.3.

Findings

The study findings revealed that hedonic value, utilitarian value, epistemic value, symbolic value, e-Attitude, smartphone use, internet use, e-Involvement had a direct significant positive impact on behavioral intentions. Also, e-Attitude significantly impacted hedonic, utilitarian, and epistemic value. In addition, Smartphone use, internet use, and e-Involvement significantly influenced e-Attitude. Moreover, the study findings revealed that hedonic, utilitarian, and epistemic value partially mediates between e-Attitude and behavioral intentions; and e-Attitude partially mediates between Smartphone use, Internet use, and e-Involvement and hedonic, utilitarian, and epistemic value and behavioral intentions. Furthermore, the results indicate that epistemic value significantly moderates the relationship between hedonic, utilitarian, and epistemic value and behavioral intentions.

Practical implications

This study uncovers some insightful findings for ridesharing services providers and managers helping to build customers' positive behavioral intentions towards Uber-ridesharing services. In particular, practitioners can improve cost-efficiency, hedonic and symbolic aspects, availability of rides of Uber-ridesharing services. Moreover, the ridesharing services managers should adopt technology-based service opportunities.

Originality/value

The study enriches sharing economy literature, especially ridesharing services, exploring the direct effect of epistemic value, e-Attitude, smartphone use, Internet use, and e-Involvement on behavioral intentions. Moreover, this study presents smartphone use, Internet use, and e-Involvement as new antecedents of e-Attitude and behavioral intentions. Furthermore, the study explores the mediating effect of hedonic, utilitarian, and epistemic value and e-Attitude; and the moderating effect of symbolic value in Uber-ridesharing service perspective.

Details

Journal of Contemporary Marketing Science, vol. 5 no. 3
Type: Research Article
ISSN: 2516-7480

Keywords

Book part
Publication date: 28 March 2015

Marya L. Besharov and Rakesh Khurana

This paper explores how Selznick’s approach to leadership can inform contemporary organizational theory and research. Drawing on Selznick’s writing in Leadership in

Abstract

This paper explores how Selznick’s approach to leadership can inform contemporary organizational theory and research. Drawing on Selznick’s writing in Leadership in Administration and related works, we characterize organizations as simultaneously technical entities pursuing economic goals and value-laden entities pursuing non-economic goals arising from their members and their role in society. These two aspects of organizations are deeply intertwined and in continual tension with one another, and the essential task of leadership is to uphold both – protecting and promoting values while also meeting technical imperatives. To do so, leaders establish a common purpose that includes values and ideals not just technical imperatives, they create structures and practices that embody this purpose, and they make organizational decisions and personal behavioral choices that are consistent with this purpose. We consider each task of leadership in turn, showing how Selznick’s ideas enrich and extend contemporary research on competing institutional logics, organizational design, culture, and identity, leadership, and meaningful work.

Details

Institutions and Ideals: Philip Selznick’s Legacy for Organizational Studies
Type: Book
ISBN: 978-1-78441-726-0

Keywords

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