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Open Access
Article
Publication date: 26 September 2023

René Hubert Kerschbaumer, Thomas Foscht and Andreas B. Eisingerich

The trend toward subscription economy accelerated the rise of access-based consumption models for durable consumer goods, replacing individual ownership with subscription…

Abstract

Purpose

The trend toward subscription economy accelerated the rise of access-based consumption models for durable consumer goods, replacing individual ownership with subscription contracts. At the same time, disruptive platform businesses have arisen in several consumer markets, bypassing traditional value chains while growing through network effects. In a conceptual approach, the authors address the future market for durable consumer goods in light of developments toward access-based consumption, subscription models and platform business models.

Design/methodology/approach

In a conceptual approach, the authors apply a scenario analysis following the Framework Foresight method and address trends, constants, plans and projections shaping the future market of subscriptions for durable goods. The authors create a baseline scenario and two alternative scenarios for the future of consumer durables and thereby discuss platform growth stages and implications for manufacturer brands.

Findings

The rising market power of platform companies leads to a baseline scenario where these platforms enter the market of subscriptions for durable goods. Alternative scenario 1 addresses the successful market entry of new platform businesses. In contrast, alternative scenario 2 describes the rise of manufacturer brand platforms.

Originality/value

This conceptual research enriches the discussion of access-based business models by creating scenarios depicting possible future developments. Moreover, it adds to the increasing focus on platform business models and thereby addresses the role of traditional manufacturer brands in markets for durable consumer goods subscriptions.

Details

Journal of Business Strategy, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0275-6668

Keywords

Open Access
Article
Publication date: 15 May 2023

Yu-Ting Lin, Thomas Foscht and Andreas Benedikt Eisingerich

Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The…

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Abstract

Purpose

Prior work underscores the important role of customer advocacy for brands. The purpose of this study is to explore the critical role customers can play as brand heroes. The authors developed and validated a measurement scale composed of properties that are derived from distinct brand hero motivational mechanisms.

Design/methodology/approach

The authors conducted one exploratory pilot, using semi-structured interviews, with industry and academic experts, and employed three main studies across varying brands and market settings.

Findings

This study explores and empirically demonstrates how the brand hero scale (BHS) is related to, yet distinct from, existing scales of opinion leaders, market mavens, attachment and customer advocacy. The six-item BHS demonstrates convergent, discriminant, nomological and predictive validity across several different brand contexts.

Research limitations/implications

This research extends the extant body of work by identifying and defining brand heroes, developing and validating a parsimonious BHS, and demonstrating how its predictive validity extends both to a range of key advocacy and loyalty customer behaviors.

Practical implications

The study provides provocative insights for marketing researchers and brand managers and ascertains the important role heroes may play for brands in terms of strong customer advocacy and loyalty behaviors.

Originality/value

Building on the theory of meaning, this study shows that identifying and working with brand heroes is of great managerial importance and offers critical avenues for future research.

Details

European Journal of Marketing, vol. 57 no. 13
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 14 March 2022

Xiaochi Sun, Andreas Benedikt Eisingerich, Thomas Foscht, Xuebin Cui and Judith Schloffer

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of…

Abstract

Purpose

Customers often want to learn about a product/service, and companies can benefit from such a learning desire. While prior research has shed light on firm-beneficial outcomes of customer learning and explored the motivational factors of business partners’ learning behavior, less is known about the critical antecedents of individual customers’ learning behavior. This study aims to explore the key drivers of individual customers’ learning desires and identified customers with a stronger learning desire.

Design/methodology/approach

This research used both a lab experiment (Study 1, N = 148) and surveys (Study 2, N = 553; Study 3, N = 703) across different participant populations and product contexts.

Findings

This study indicated that both involvement and knowledge-sharing intention drove customer learning desire. Customer expertise further strengthened these main effects. Moreover, a stronger learning desire led to greater customer satisfaction.

Research limitations/implications

This study identified key factors involved in customer learning desire and its potential benefits for companies. Additional research to investigate customer learning in specific environments and forms and regarding specific brands is warranted.

Practical implications

This study emphasizes the importance of supporting customer learning and encourages businesses to manage customer learning proactively. It also provides suggestions for effective learning support for targeted customer groups.

Originality/value

This study contributes to the customer learning literature by exploring key influencing factors of individual customers’ learning desires, based on self-determination theory. It also identified the role of customer expertise in shaping customers’ learning processes. Moreover, this study examined customer learning as a novel way to enhance customer satisfaction.

Details

European Journal of Marketing, vol. 56 no. 3
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 2 February 2018

Thomas Foscht, Yuting Lin and Andreas B. Eisingerich

This paper aims to explore how and when a business’ transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers.

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Abstract

Purpose

This paper aims to explore how and when a business’ transparency leads to greater willingness to engage in sustainable and responsible consumption by consumers.

Design/methodology/approach

Data were collected in two studies. Study 1 collected data from 219 consumers in a large shopping mall. Study 2 followed an experimental approach and used data from 327 participants.

Findings

The current research contributes to theory by hypothesizing and demonstrating when transparency is associated with higher willingness for sustainable and responsible consumption. Critically, the positive benefits of transparency vary according to a business’ future orientation, corporate social responsibility (CSR) and levels of customer involvement.

Practical implications

An important societal and practical implication of the current research is that business should not be expected to only focus on transparency in isolation but rather also needs to consider levels of perceived future orientation, CSR and levels of customer involvement to strengthen sustainable and responsible behavior effectively.

Originality/value

This research builds on and extends current knowledge by exploring the key role of business’ transparency in influencing sustainable and responsible customer behavior and examines critical boundary conditions for the observed effects.

Details

European Journal of Marketing, vol. 52 no. 3/4
Type: Research Article
ISSN: 0309-0566

Keywords

Article
Publication date: 1 July 2006

Thomas Foscht, Bernhard Swoboda and Dirk Morschett

The main object of this research paper is to analyse the dynamic internationalisation process in small retailing firms, achieved on the basis of electronic commerce – a…

3338

Abstract

Purpose

The main object of this research paper is to analyse the dynamic internationalisation process in small retailing firms, achieved on the basis of electronic commerce – a combination that has seldom been investigated. An analysis of dynamic internationalisation in companies presumes that the businesses concerned are observed over a longer period of time, which is why the paper focuses on the case of one specific company.

Design/methodology/approach

The basis of the analysis is a theory‐based framework which refers to two opposing approaches in international management, namely the incremental, experiential learning perspective, and the revolutionary perspective. The framework and the case study look specifically at market‐oriented, supply side‐oriented, and management processes. Based on an extended case study on a small, born‐global firm, the many facets of increasing professionalisation have been documented.

Findings

The paper shows that small, niche‐oriented companies can be successful internationally and achieve growth. The process of dynamic internationalisation is both incremental and revolutionary. The special feature in the present case lies in the fact that the small company was able to internationalise via electronic commerce, which was possible without capital investments and in‐depth foreign activities, unlike other forms of internationalisation, which is already evident from other small retailers on the web. Blue Tomato succeeded in reaching cross‐national market segments, with a specific scene orientation and which also share snowboarders' attitude to life, by means of inter‐active scene relationship management. This focused scene orientation is one of the key differences compared with other catalogue retailers, especially larger ones.

Originality/value

The originality of the paper lies in the fact that the subject of internationalisation is investigated particularly from the point of view of small retail companies. This contrasts with many other papers focusing on large retailing companies. In addition, the paper looks at the dynamic perspective of internationalisation and change processes. The present paper could be a small step towards gaining an understanding of international change based on electronic commerce.

Details

International Journal of Retail & Distribution Management, vol. 34 no. 7
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 2 March 2010

Thomas Foscht, Cesar Maloles, Bernhard Swoboda and Swee‐Lim Chia

This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage…

6407

Abstract

Purpose

This exploratory study seeks to explore the link between the choices of payment mode to customer satisfaction. It examines the Austrian market in relation to its choice and usage of debit cards versus credit cards and its impact on customer satisfaction and loyalty. Furthermore, the study aims to identify the key drivers of customer satisfaction for these two modes of electronic payment.

Design/methodology/approach

A structured questionnaire was administered in person to 360 Austrian bank customers. These customers were selected using quota sampling based on Austrian census data for a particular Austrian province. However, while the quota sampling was used to determine the categories, selection of the actual respondents was done through systematic sampling. This ensured that the sample was representative of the population of that Austrian province who had credit and debit cards. One group, women who were 65 and older, were not considered as there were relatively few women in this age range who had debit and credit cards.

Findings

Five hypotheses were proposed. Four of the five hypotheses were supported while one, H4, had partial support. Essentially, the results indicate that a person's preference for a particular payment method is dependent on his/her personal characteristics. Additionally, the payment method's features and characteristics influenced its desirability and acceptance. Furthermore, a person's expectations had an impact on his/her attitude toward the payment method. The study also found that positive expectations, performance, and desires led to customer satisfaction. Customer satisfaction, in turn, leads to a higher degree of intent to use the payment method and higher degree of intent to recommend the payment method. These results are consistent with the literature on customer satisfaction that identifies expectations, performance and desires as the drivers of customer satisfaction.

Originality/value

Multiple payment modes have emerged but there has been scant attention paid to the effects of payment modes on customer behavior and by extension, customer satisfaction and loyalty. This paper addresses these issues.

Details

International Journal of Bank Marketing, vol. 28 no. 2
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 23 November 2010

Thomas Foscht, Cesar Maloles, Judith Schloffer, Swee‐Lim Chia and Indrajit “Jay” Sinha

The purpose of this paper is to examine the differences among the different subgroups of the youth market in the context of their financial interests and usage. The study examines…

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Abstract

Purpose

The purpose of this paper is to examine the differences among the different subgroups of the youth market in the context of their financial interests and usage. The study examines what determined their choice of banks. It also looked at what factors influence their satisfaction, loyalty, and behavioral intentions with regard to their banking needs.

Design/methodology/approach

Using a multiple‐item survey instrument, 242 Austrian respondents were queried on what factors affect their choice of banks, their choice of financial services, usage patterns, satisfaction, loyalty, and behavioral intentions. Descriptive analysis, factor analysis and cluster analysis were employed in the study. Different tests such as chi‐square tests, discriminant analysis and ANOVA were used to validate the chosen cluster solution.

Findings

Differences were found among the four clusters in terms of their interest in financial services, their usage, and their likelihood of switching. In addition, determinants of satisfaction, loyalty, and behavioral intention were primarily affected by satisfaction with employees and services rendered. The results indicate that as young people reach certain milestones, their needs become more multifaceted. Consequently, banks should be aware of these changing needs.

Originality/value

This paper treats the youth market as a heterogeneous group rather than homogenous as many studies usually treat this age cohort. Moreover, given that many banks are trying to “grow” markets, the paper looks at how the determinant factors change from one stage to another. Financial institutions will benefit from the insight derived from this paper in crafting their marketing strategies. It indicates what seems to be important to each age group in increasing their satisfaction level.

Details

Young Consumers, vol. 11 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 30 May 2008

Thomas Foscht, Cesar Maloles, Bernhard Swoboda, Dirk Morschett and Indrajit Sinha

The purpose of this paper is to examine how cultural differences affect the perception of a brand.

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Abstract

Purpose

The purpose of this paper is to examine how cultural differences affect the perception of a brand.

Design/methodology/approach

A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality dimensions to see if brand perceptions of a product are similar among all six countries.

Findings

This study provides clear evidence that a same brand is perceived differently in different cultures in spite of its identical positioning. This means that if a firm wishes to achieve the same brand perception in different countries, the firm needs to create brand positioning strategies that emphasize the characteristics that enable consumers to perceive the product in a similar way.

Originality/value

This paper examines the perception of a single brand in the context of cultural dimensions in a global setting – in particular in six countries on three continents.

Details

Journal of Product & Brand Management, vol. 17 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 8 February 2013

Thomas Foscht, Karin Ernstreiter, Cesar Maloles, Indrajit Sinha and Bernhard Swoboda

Relatively scant attention thus far has been accorded in the marketing literature to the examination and explanation of return behaviour of consumers, especially within the mail…

3771

Abstract

Purpose

Relatively scant attention thus far has been accorded in the marketing literature to the examination and explanation of return behaviour of consumers, especially within the mail order industry. The issues examined here consist of the nature and influence of such factors as “buying experience”, “perceived risk”, and “return frequency”. The aim of this paper is to analyse four groups of returners (“heavy returners”, “medium returners”, “light returners”, and “occasional returners”).

Design/methodology/approach

This paper details an empirical study of return behaviour based on a field survey that was conducted specifically focusing on the apparel category. Exploratory factor analyses and analyses of variance (ANOVA) have been employed to test the proposed hypotheses.

Findings

Results show that there exist different reasons for returns among the four groups of returners. In particular, they differ in their initial shopping motivation for mail order purchases, their group‐specific reasons for product returns, and also in their spending patterns.

Research limitations/implications

These are discussed within the body of the paper.

Practical implications

A number of meaningful implications for mail‐order firms are developed from the empirical findings. While product returners have been thought to be an amorphous category (akin to a “black box”) in the past, this paper highlights the disparate motives for making returns. Specific prescriptions are provided regarding the management of product description, consumer return policy, and the handling of consumer perceived risk.

Originality/value

This paper contributes toward the evolving literature of consumer return behaviour in the context of distance purchasing and also by taking into consideration the heterogeneity of return groups. It looks at the characteristics of the return groups and how they differ in their prior motives of making their purchase decisions.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 8 February 2016

Stephan Grzeskowiak, M. Joseph Sirgy, Thomas Foscht and Bernhard Swoboda

A common assumption holds that retailers generally contribute to customer life satisfaction – retailers offer products and services that solve consumer problems – large and small…

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Abstract

Purpose

A common assumption holds that retailers generally contribute to customer life satisfaction – retailers offer products and services that solve consumer problems – large and small. However, some retail experiences have been found to generate dissatisfaction, stress and unhappiness for some customers but not for others. Research is needed to not only demonstrate how retail experiences impact customer life satisfaction. The purpose of this paper is to address the question: why does satisfaction with various store types impact customer life satisfaction differently?

Design/methodology/approach

The research context of this study is grocery retailers (neighbourhood convenience stores, super markets, and grocery discounters) in Austria. Using stratified random sampling across store types, a total of 379 personal interviews with grocery store customers were conducted. OLS regression analysis was conducted to test the research model.

Findings

The study results suggest that satisfaction with a store type impacts customer life satisfaction depending on store-type congruity with shoppers’ identity. That is, satisfaction with a store type (e.g. neighbourhood convenience stores, super markets, and grocery discounters) is found to influence life satisfaction if the store type is congruent with the shoppers’ self-image and lifestyle.

Practical implications

An emphasis on store-type congruity with shopper’s identity allows retailers to shift their attention towards creating more meaningful shopping experiences. Such a shift in focus may not only benefit retailers due to increase in customer loyalty for that store format. It also benefits shoppers themselves – the shopping experience contributes to shoppers’ life satisfaction.

Originality/value

This research introduces store-type congruity with shopper’s identity as a key concept that connects shopping experiences to customer life satisfaction. This contributes towards building the hierarchical theory of shopping motivation. It demonstrates under what conditions shopping experiences impact consumer life satisfaction – a research topic that has received little attention in the retailing literature to date.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

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