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1 – 10 of 401Ernest Emeka Izogo and Mercy Mpinganjira
Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media…
Abstract
Purpose
Marketer-generated value-laden social media digital content marketing (VSM-DCM) relates to content that is neither too “pushy” nor too “pully.” On the foundation of media engagement, motivation- and attitude-based theories, this study rationalizes and investigates the mechanism that underlies the effect of VSM-DCM on electronic word-of-mouth (eWOM) intention.
Design/methodology/approach
The authors devised a 2 (product type: search vs. experience) × 3 (VSM-DCM: utilitarian vs. hedonic vs. utilitarian + hedonic) between-subject design (N = 360) after three pre-tests (N = 223).
Findings
The authors show that VSM-DCM formats are effective in enhancing brand attitude and eWOM intention for different products. Specifically, market-generated VSM-DCM that simultaneously embeds utilitarian and hedonic values is the most effective for optimizing brand attitude and eWOM intention in both search and experience product contexts. The effect of VSM-DCM formats on eWOM intention is mediated by brand attitude, while product type (search vs. experience) moderates this indirect effect.
Originality/value
This paper breaks new ground by highlighting the relevance of marketer-generated VSM-DCM in the DCM context and by illustrating the mechanism through which it leads to consumers’ intention to engage in eWOM. In so doing, it contributes to the debate on DCM implementation and the contextual factors that moderate the optimization of DCM outcomes.
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Angelica Blom, Fredrik Lange and Ronald L. Hess
This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping…
Abstract
Purpose
This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.
Design/methodology/approach
Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.
Findings
The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.
Research limitations/implications
The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.
Practical implications
The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.
Originality/value
To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.
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Paraskevas Argouslidis, Dionysis Skarmeas, Antonios Kühn and Alexis Mavrommatis
This paper aims to propose a framework for psychological reactance–triggered adverse effects of variety reductions in grocery product categories on shoppers’ patronage intentions.
Abstract
Purpose
This paper aims to propose a framework for psychological reactance–triggered adverse effects of variety reductions in grocery product categories on shoppers’ patronage intentions.
Design/methodology/approach
The paper tests this framework in two field studies with European shoppers.
Findings
Participants perceived mild (let alone aggressive or conspicuous) variety reductions as a threat to their prior freedom of choice (i.e. a precondition for the occurrence of domain-specific reactance). Through lower satisfaction with the reduced variety and anger towards the grocer, this threat, in turn, fostered adverse patronage intentions. Such effects depended on product category nature (utilitarian vs hedonic) and shoppers’ intrinsic need for variety, attitude towards private-label items and general proclivity towards experiencing reactance.
Research limitations/implications
By applying psychological reactance theory to a variety reduction context, this paper offers new implications for assortment reduction research. Certain limitations call for future reactance theory–framed inquiry.
Practical implications
The findings caution against traditional grocers’ drastic variety reduction policy and highlight conditions enabling assortment rationalisation without severely affecting freedom of choice.
Originality/value
Drawing on notions such as “the tyranny of choice”, critics have urged traditional grocers to drastically reduce variety. However, this paper shows that shoppers perceive variety reductions as threats to their prior freedom, which traditional grocers themselves educated them to expect and enjoy.
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Vasileios Davvetas and Alessandro Biraglia
Although firm growth through the acquisition of independent players is at a record high, market reports reveal a parallel increase in independent firms that enjoy noticeable…
Abstract
Purpose
Although firm growth through the acquisition of independent players is at a record high, market reports reveal a parallel increase in independent firms that enjoy noticeable consumer support across industries and threaten MNC-owned brands in several countries. Despite this evident contrast, no research has investigated how independent firms stack up against their non-independent counterparts from a consumer perspective. This study examines this standoff and proposes that independent firms outperform their non-independent contenders in fostering perceptions of product craftmanship and warmth in specific product categories and cultures.
Design/methodology/approach
Three experimental studies were conducted across five countries (Study 1: N = 360; USA and China – Study 2: N = 487; UK and India – Study 3: N = 323; Italy). Data were analysed using experimental techniques (Analysis of Variance) and conditional process analyses (Moderated Mediation) using PROCESS.
Findings
The findings suggest that (1) firm independence fosters perceptions of product craftmanship and warmth in individualistic cultures, (2) consumers view products sold by independent firms as warmer and more authentic than products sold by non-independent firms in hedonic but not in utilitarian product categories, (3) the positive effects of firm independence on product craftmanship and warmth are neutralized for vertically collectivist cultures (India) and reversed in horizontally collectivist cultures (China), (4) loss of firm independence leads to higher drops in perceived craftmanship and product preference when it is caused by a takeover from a foreign multinational (compared to a domestic corporation).
Originality/value
This research provides a first account of how perceptions of firm independence drive assessments of product craftmanship and authenticity, elicit feelings of warmth and build product preference. The findings inform decisions of multinational corporations regarding (1) how to communicate the acquisition of independent firms in local markets, (2) how to balance an international brand portfolio in culturally diverging markets and different product industries, (3) how to optimize brand architecture through the relative exposure of the corporate brand image vis-à-vis the image of standalone brands owned by the corporation and (4) offer smaller independent players an alternative positioning strategy to differentiate from global competitors enjoying the resources or support of bigger corporations.
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Tom M.Y Lin, Kuan‐Yi Lu and Jia‐Jhou Wu
Electronic word of mouth (eWOM) is a considerably influential factor for consumers to search for product information. Nowadays, consumers can easily post visual information (e.g…
Abstract
Purpose
Electronic word of mouth (eWOM) is a considerably influential factor for consumers to search for product information. Nowadays, consumers can easily post visual information (e.g. pictures or videos) to convey product information and consumption‐related experiences. Yet, prior eWOM studies focused primarily on the verbal information of eWOM. Few studies have paid sufficient attention to the effects of visual information in eWOM communication. The purpose of this paper, therefore, is to employ blogs to investigate the effects of visual information on consumers' perception of eWOM message quality, credibility, product interest, and purchase intention.
Design/methodology/approach
The authors conducted two empirical studies in the field of different product categories. Data were collected from subjects ranged in age from 16 to 50 (n=155 for study 1, n=309 for study 2), and analyzed using independent‐samples t test and univariate analysis of variance (ANOVA).
Findings
Results show that subjects rated eWOM articles in blogs with visual information significantly higher in four areas than identical articles without visual information. Furthermore, there is an interaction effect between product category and visual information on product interest and purchase intention. Compared with experience products, when subjects read the eWOM information of search products with pictures (versus without pictures), they would generate greater product interest and purchase intention. In addition, the effect of visual information is stronger not only for search products (no matter whether utilitarian or hedonic products) but also for experience‐hedonic products than for experience‐utilitarian products.
Originality/value
The findings of this study provide useful knowledge for internet marketers to develop effective eWOM marketing and thus increase consumer trust in eWOM and intention to purchase products. Although visual information is found to be important, different product categories should take advantage of visual information in different degrees.
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Li Huang, Xi Song, Matthew Tingchi Liu, Wen-yu Chang and Guicheng James Shi
The purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual…
Abstract
Purpose
The purpose of this study is to provide a nuanced understanding of the marketing placebo effect (MPE) of products with reduced sugar labeling and how it forms certain perceptual underpins (perceived healthiness (PH) and perceived tastiness (PT)), with the potential effect of product category and social class in consideration.
Design/methodology/approach
The proposed model is tested using a sample of 822 participants by employing partial least squares structural equation modeling (PLS-SEM). Hypothetical relationships among MPE, PH, PT, purchase intention (PI) and social class are examined for both hedonic and utilitarian products.
Findings
The results highlight the positive role of MPE in leveraging consumer PI through the parallel mediation of PH and PT. The positive effect of MPE on PH and PT was more pronounced for the utilitarian product. In addition, social class negatively moderated the relationship between PH and PI only in the case of the utilitarian product.
Originality/value
This paper contributed to the MPE literature in the food industry by challenging the conventional intuition of “Unhealthy = Tasty” and highlighting the potential of perceived food healthiness to positively influence perceived food tastiness under the effect of MPE. An upper social class would attenuate the positive effect of perceived food healthiness on PI.
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Anu Bhardwaj, Nidhi Gupta and Seema Wadhawan
Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty…
Abstract
Introduction: In today’s world of increasing competition, diminishing product differentiation, higher customer expectations, easy product replacements and lowering brand loyalty, organisations are evolving new marketing strategies for economic, societal and sustainability. Cause-related marketing (hereafter referred to as CRM), a strategic sustainable philanthropic practice, is the upcoming form of CSR. CRM plays an instrumental role in achieving self-brand connection and brand loyalty.
Purpose: To explore, integrate and interconnect concepts of CRM and self-brand connection to get more insights into the imperative role of CRM strategy in developing self-brand connections that can lead to brand loyalty in the most sustainable way. For this, CRM and self-brand connection, as proposed by societal marketing and branding literature, were explored. This chapter is a propositional inventory where the researcher has explored the antecedents of CRM strategy and its role in developing brand loyalty through self-brand connection.
Methodology: This chapter is centred upon the existing literature on sustainability, CRM and branding to understand better the relationships between dimensions and consequences of CRM and its interlinkage with brand loyalty.
Findings: The literature recommends that selected dimensions: Cause-brand fit, product type, altruistic motivation and brand credibility determine the effectiveness of CRM strategy. It also establishes the profound impact of attitude towards brand, brand perception and brand distinctiveness on self-brand connection. A theoretical framework based on the existing literature represents an amalgamated groundwork for developing effective, sustainable CRM strategies in conjunction with the self-brand connection. The proposed framework is distinct as no study conjoins the abovementioned concepts and aims to comprehend whether this integration is brand loyalty.
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Muhammad Zakky Azhari and Adi Zakaria Afiff
This paper aims to examine two important factors in developing convergence products: the congruence of basic product and the addition in terms of utilitarian or hedonic…
Abstract
Purpose
This paper aims to examine two important factors in developing convergence products: the congruence of basic product and the addition in terms of utilitarian or hedonic consumption goals, and the overall coherence of consumption goals. In recent years, the proliferation of convergence products, i.e. any product that combines two or more basic product functionalities in consumer electronics, is increasingly prevalent. For manufacturers, the lingering question in developing convergence products is what kind of basic product functionalities can be combined and can elicit favorable response from consumers.
Design/methodology/approach
The study is a 2 × 2 × 2 experimental design, with basic product functionality’s consumption goals (utilitarian, hedonic) as the between-subject factor, and the additional product functionality’s consumption goals (utilitarian, hedonic) and the coherence of consumption goals (coherent addition, incoherent addition) as the two within-subject factors.
Findings
It confirms and validates prior work on goal congruence effects. More importantly, this study finds that overall consumption goal coherence elicits higher value addition irrespective of goal congruence or incongruence on utilitarian or hedonic consumption goals.
Research limitations/implications
In some literatures, the combination of two or more product functionalities from different product categories is considered as product bundling. While product bundling concept can be used in many different product categories, convergence product concept is utilized more specifically in consumer electronics.
Practical implications
As convergence era offers wide opportunities for manufacturers to develop new convergence products, this study provides guidance as to what kind of new functionalities need to be added.
Originality/value
Not only does the present research investigates the likely success of convergence products involving the congruence of basic product and the addition, but also in more comprehensive way by looking at the overall coherence of consumption goals.
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This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.
Abstract
Purpose
This paper aims to examine the online apparel shopping behaviour of Generation Y (Gen Y) in an unprecedented digital dissemination era.
Design/methodology/approach
For this purpose, a “mixed-method approach” was used with an explanatory sequential research design. Logistic regression was conducted to identify the role of various contemporary elements of shopping motives. Fifteen semi-structured interviews were conducted to explain quantitative outputs.
Findings
It finds that Gen Y consumers demonstrate “fashion-hunting”, “variety-seeking”, “status/recognition-seeking” and “deal-hunting” behaviours in online apparel shopping. “Haptic impressions” gained via hands and other “socio-psychological benefits” trigger their apparel shopping behaviour. They make better and more informed purchase decisions based on prior online research and user-generated content shared by friends/relatives on social media portraying the true characteristics of “digital natives”. They do not trust online retailers for premium apparel shopping due to associated “product risk” and lack of transparency in their “exchange/return/refund policy”. Finally, they are increasingly inspired to have an “integrated online and offline shopping experience”.
Practical implications
Online retailers can use the findings of this study to develop more effective marketing strategies to serve Gen Y consumers.
Originality/value
The study measured actual behaviours on a holistic gamut of shopping motives consisting of utilitarian, hedonic, physical product-specific (apparel) and emerging elements of shopping motives in the technology-enabled era of shopping exclusively. Therefore, the results of the study offer significant, realistic and useful theoretical contributions to the existing literature on the subject matter along with valuable inputs to practitioners alike.
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Madhumitha Ezhil Kumar, Shivendra Kumar Pandey, Dheeraj P. Sharma and Himanshu Rathore
This study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and…
Abstract
Purpose
This study aims to examine the moderating role of two product-related variables – product type and product involvement on the relationship between shelf-based scarcity (SBS) and purchase intention.
Design/methodology/approach
The authors used four 2 × 2 between-subject experiments to test the proposed moderation.
Findings
Results from the four experimental studies provide the following insights. SBS enhances customers’ purchase intentions for utilitarian products and decreases purchase intentions for hedonic products. The positive influence of SBS cues on purchase intentions is more pronounced for low-involvement products than for high-involvement products. Perceived popularity and perceived quality mediate the relationship between SBS and perceived consumption risk for utilitarian products but not hedonic products.
Research limitations/implications
This study builds on prior research on scarcity by investigating the impact of product-related factors on the SBS-purchase intention relationship through the elaboration likelihood model.
Practical implications
The results suggest that retailers benefit from using SBS cues for utilitarian and low-involvement products to increase purchase intention. Retailers can avoid SBS cues for hedonic products to prevent them from seeming commonplace. Furthermore, retailers can boost purchase intentions by highlighting the popularity and quality of utilitarian and low-involvement products.
Originality/value
To the best of the authors knowledge, this is the first study to examine the interaction between SBS and product-related attributes, along with the serial mediation of perceived popularity, quality and consumption risk.
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