Search results

1 – 10 of over 191000
Article
Publication date: 1 February 1997

Kyungae Park

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of…

1307

Abstract

A consumer's post‐purchase product usage behaviour influences future decision making. Particularly, for fashion products, in which usage behaviour is highly observable, impacts of usage behaviour on future purchases and other consumers are more conspicuous. This study investigated usage behaviour for clothing fashion products. Behavioural aspects (use frequency and use variety) of usage behaviour were considered with psychological aspects (use satisfaction). The study focused on the differences in usage behaviour (use frequency, use variety and use satisfaction) by product types (fashionability and classification). Data was collected from a questionnaire survey. The results revealed that product types affected the post‐purchase usage behaviour of fashion products. There were significant differences in the use frequency by the product classification, in the use variety by the product fashionability and in the use satisfaction by the product classification and fashionability. Further, significant differences by product types were discussed.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 1 no. 3
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 11 January 2022

Rohit Titiyal, Sujoy Bhattacharya and Jitesh J. Thakkar

This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current dynamic and complex e-tailing environment and thereby…

Abstract

Purpose

This paper aims to review the literature on “E-fulfillment” with respect to marketing and operations issues in the current dynamic and complex e-tailing environment and thereby generate significant insights.

Design/methodology/approach

This paper is based on a systematic literature review on e-fulfillment focusing on marketing and operations issues therein. This systematic literature review consists of a critical review on e-fulfillment under planning (review question initialisation), searching (literature search), screening (literature evaluation), extraction and synthesis and reporting phases to conceptualise e-fulfillment. A total of 122 research articles have been reviewed to explore e-fulfillment and to develop key constructs and propositions.

Findings

This review provides the following three outcomes. First, the varied-fulfillment definitions have been critically reviewed, leading to synthesis, and thereby, an e-fulfillment definition is provided. Further, the variations for e-fulfillment across product types, which have been identified as a key variable for e-fulfillment, have been explored. Second, authors find five e-fulfillment components at the marketing and operations interface: website quality, customisation strategy, distribution strategy, last mile delivery and return management. Continuing with the e-fulfillment interface with marketing, the linkages between e-fulfillment and select post-purchase consumer behaviours measures across different product types have been reviewed. The paper thus with a focus on synthesising e-fulfillment literature from a process perspective emphasises the consumer behaviour metric for measuring e-fulfillment performance.

Practical implications

This study would help academicians, researchers, e-tailers and practitioners to understand e-fulfillment from a process perspective. For the researcher, it presents areas for future research by giving possible research directions in this emerging area. This study also brings out the impact of e-fulfillment according to product type on the post-purchase consumer behaviour measures, which will help e-tailers to link e-fulfillment to consumer behaviour metrics.

Originality/value

The paper classifies the fragmented literature to develop constructs and propositions for e-fulfillment. This is the first kind of study on e-fulfillment process and its impact on select post-purchase consumer behaviour measures across product types.

Details

Management Research Review, vol. 45 no. 11
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 13 April 2015

Chen-Hsun Ho, Kuang-Hui Chiu, Hsin Chen and Anastasia Papazafeiropoulou

As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an…

8011

Abstract

Purpose

As blogs have become an important information communication medium, selecting blog types that are appropriate and effective for the products they are to promote is now an important issue in corporate advertising. However, the impact of different blog types on consumers and their advertising effectiveness are issues seldom addressed in the existing literature. The purpose of this paper is to view product information that consumers post on blogs as advertisements and compares advertising effectiveness between different blog types to help enterprises properly employ blogs in their marketing campaigns.

Design/methodology/approach

An experimental design was adopted, and 12 experimental contexts were designed. A valid sample of over 2,000 responses was collected to study between-group differences in advertising effectiveness.

Findings

The analytical results showed between-group difference in advertising effectiveness, which indicated that blog advertising effectiveness varies with different combinations of product constructs and blog types.

Research limitations/implications

The limitations of this study related to the price factor was not incorporated into the experimental model, and shopping channels were not limited. There might be a gap between the prices of the experimental products and the average expense of online shoppers.

Originality/value

The study proposed a framework which can help enterprises to evaluate the type and brand awareness of a product to be promoted and to select the blog type that maximizes advertising effectiveness (perceived risk, ad attitude, brand attitude, and purchase intention) in diffusing product information.

Details

Journal of Enterprise Information Management, vol. 28 no. 3
Type: Research Article
ISSN: 1741-0398

Keywords

Article
Publication date: 1 March 2001

Lambros G. Laios and Socrates J. Moschuris

This article reports on the influence of the enterprise type on the purchasing decision process within selected product types and phases by using analysis of variance on data from…

5939

Abstract

This article reports on the influence of the enterprise type on the purchasing decision process within selected product types and phases by using analysis of variance on data from Greek manufacturing and utility enterprises. Our study examined the influence of enterprise type on four parameters of the purchasing decision process, across two different product types and four phases of the purchasing process. The results suggested that all but one parameter varied considerably among the different types of enterprises, and that companies adopt an appropriate structural configuration, which fits to the attributes of the purchased items and the mission of the enterprises.

Details

International Journal of Operations & Production Management, vol. 21 no. 3
Type: Research Article
ISSN: 0144-3577

Keywords

Article
Publication date: 14 September 2012

Eric Van Steenburg

The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.

4467

Abstract

Purpose

The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.

Design/methodology/approach

The research uses three experimental design studies to empirically test the hypotheses based on the elaboration likelihood model (ELM) by manipulating type of online banner advertisement (brand‐type versus producttype) and measuring individual need for cognition (NFC).

Findings

Consumers high in NFC recall producttype banner ads more readily than those low in NFC, while brand‐type banner ads are more likely to be recalled by low‐NFC consumers. However, high‐NFC consumers recall brand‐type ads under all situational influences tested. And while consumers low in NFC recall producttype banner ads featuring a directive better than their high‐NFC counterparts, they do not recall directive ads at a greater rate than high‐NFC consumers recall brand‐type ads.

Research limitations/implications

While previous research has found that variations in ad size, color, interactivity, and web site location affect recall, this research only measured static banner ads that appear at the top of the page. However, because it is the first to examine involvement in terms of NFC in combination with brand‐ and producttype ads, the research sheds new light on consumer awareness of two types of banner ad strategies adopted by marketing managers today.

Practical implications

In an online context, the type of banner ads used by marketing managers should be paired with the web site based on how much time consumers spend at the site and how many pages they click through at the site. All things being equal, however, managers should favor brand‐type banner ads over producttype banner ads.

Originality/value

The research extends understanding of ELM as it relates to type of banner ad while establishing a potential research stream for better understanding of how consumers process various types of online ads. At the same time, it provides new evidence that can help marketing managers make better strategic decisions regarding their online marketing mix.

Details

Journal of Product & Brand Management, vol. 21 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 3 July 2020

Naeem Gul Gilal, Faheem Gul Gilal, Jing Zhang, Rukhsana Gul Gilal, Zhenxing Gong and Waseem Gul Gilal

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to…

2092

Abstract

Purpose

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Design/methodology/approach

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Findings

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

Practical implications

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

Originality/value

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

Details

Journal of Product & Brand Management, vol. 30 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 19 September 2019

Zhanbo Zhao, Xiaomeng Du, Fan Liang and Xiaoming Zhu

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the…

5249

Abstract

Purpose

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China.

Design/methodology/approach

In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure.

Findings

Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant.

Originality/value

This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

Keywords

Open Access
Article
Publication date: 19 March 2024

Jiayuan Zhao, Hong Huo, Sheng Wei, Chunjia Han, Mu Yang, Brij B. Gupta and Varsha Arya

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood…

Abstract

Purpose

The study employs two independent experimental studies to collect data. It focuses on the matching effect between advertising appeals and product types. The Elaboration Likelihood Model serves as the theoretical framework for understanding the cognitive processing involved in consumers' responses to these advertising appeals and product combinations.

Design/methodology/approach

This paper aims to investigate the impact of advertising appeals on consumers' intentions to purchase organic food. We explored the interaction between advertising appeals (egoistic vs altruistic) and product types (virtue vs vice) and purchase intention. The goal is to provide insights that can enhance the advertising effectiveness of organic food manufacturers and retailers.

Findings

The analysis reveals significant effects on consumers' purchase intentions based on the matching of advertising appeals with product types. Specifically, when egoistic appeals align with virtuous products, there is an improvement in consumers' purchase intentions. When altruistic appeals match vice products, a positive impact on purchase intention is observed. The results suggest that the matching of advertising appeals with product types enhances processing fluency, contributing to increased purchase intention.

Originality/value

This research contributes to the field by providing nuanced insights into the interplay between advertising appeals and product types within the context of organic food. The findings highlight the importance of considering the synergy between egoistic appeals and virtuous products, as well as altruistic appeals and vice products. This understanding can be strategically employed by organic food manufacturers and retailers to optimize their advertising strategies, thereby improving their overall effectiveness in influencing consumers' purchase intentions.

Details

British Food Journal, vol. 126 no. 13
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 7 February 2024

Fanjue Liu and Yu-Hao Lee

This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their…

Abstract

Purpose

This study aims to investigate the rising trend of virtual influencers – digitally created characters with human-like attributes. It aims to evaluate and compare their effectiveness with human influencers in terms of brand attitudes and purchase intentions. It uncovers the mechanisms underlying the differences in effectiveness observed between virtual influencers and their human counterparts.

Design/methodology/approach

The research uses a 2 (influencer type: human vs virtual) × 3 (product type: functional vs symbolic vs experiential) between-subjects design. Through a pilot study (n = 334) and a main study (n = 352), the research examines the interactive effects of influencer and product type on brand attitude and purchase intentions. Hypotheses were developed and tested using moderating mediation models centered on authenticity and product–endorser fit.

Findings

Virtual influencers are perceived as less authentic than human influencers across all product types, negatively influencing brand attitude and purchase intention. However, the extent to which influencer type affects brand attitudes and purchase intentions, mediated by product–endorser fit, varies based on the product type.

Originality/value

This research emphasizes two key mechanisms – authenticity and product–endorser fit – influencing the effectiveness of virtual influencers. It suggests that aligning virtual influencers with suitable product types can offset their perceived authenticity deficit, significantly affecting their endorsement effectiveness.

Article
Publication date: 14 November 2023

Mercedez Hinchcliff, Elias Kyriazis, Grace McCarthy and Michael Mehmet

The study aims to develop a holistic model identifying the constructs that impact customer loyalty in retail banking and introduce product type as a moderating variable to the…

629

Abstract

Purpose

The study aims to develop a holistic model identifying the constructs that impact customer loyalty in retail banking and introduce product type as a moderating variable to the model.

Design/methodology/approach

A conceptual model of customer loyalty is introduced and empirically tested with 416 valid samples obtained from Australian retail banking customers. The data were analysed using partial least squares structural equation modelling and multigroup analysis.

Findings

This study confirms the moderating effect of high- and low-involvement products on the relationship between customer loyalty and satisfaction, trust, service quality, commitment and perceived value. Surprisingly, the effect of satisfaction on loyalty was much stronger with low-involvement product types and the effect of commitment on loyalty was much stronger with customers who utilise high-involvement products.

Research limitations/implications

The study uses a sample population in Australia who utilise one of the top four banks and investigates three product types. Further research could expand the product selection and include customers who use credit unions and other banks not in the top four categories.

Originality/value

This study is the first to confirm the moderating effect product type has on the customer loyalty relationship in retail banking in regard to high- and low-involvement product categories. The research provides a deeper understanding of the factors that influence customer loyalty and identifies which types of products influences customer loyalty the most. Additionally, this study highlights the importance of understanding the different needs and priorities of customers using different product types in order to effectively influence their loyalty.

Details

International Journal of Bank Marketing, vol. 41 no. 7
Type: Research Article
ISSN: 0265-2323

Keywords

1 – 10 of over 191000