https://cronfa.swan.ac.uk/Record/cronfa54400/Download/54400__17763__d6602f13cc44449b8145bc15173fc903.pdf

Setting the future of digital and social media marketing research: Perspectives and research propositions

In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

– The purpose of this paper is to investigate e‐tail store attributes that develop customers' positive perceptions of e‐tail store image, and determines whether or not they develop a sense of loyalty to an e‐tailer., – Acknowledging the importance of customer retention, this paper is designed to examine e‐customer loyalty intentions toward the e‐tailer. To understand the concept of loyalty toward an e‐tailer, this study focuses on the importance of the final stage of the customer decision‐making process: post‐purchase evaluation. This paper develops a model that describes the extent to which e‐tail store image (derived from a set of e‐tail store attributes) indicates patronage intentions and finally predicts customer loyalty. We use the structural equation modeling to test the model and hypotheses., – Results in this paper indicate that e‐tail store image is derived from e‐merchandise, e‐service, and e‐shopping atmosphere attributes, all of which support the way consumers shop. A favorable e‐tail store image positively influences e‐patronage intentions, which thus leads to e‐loyalty., – The research in this paper provides a conceptual model that will help e‐retailers better articulate how and why consumers may be e‐loyal shoppers. Second, the research identifies attributes, unique to online shopping that serve as the basis for conceptualizing e‐tail image as a second order factor.

Developing Customer Loyalty from E-tail Store Image Attributes

Purpose




The purpose of this paper is to understand the role of post-purchase logistic services on customer satisfaction and future purchase decision, to reveal any differences across China and Taiwan, to fill in a gap in the literature focused on post-purchase logistic activities related to shipping, return, and tracking, to provide managerial guidance in logistics for e-commerce, and to develop insights on logistic services for future research.




Design/methodology/approach




Using a validated survey instrument, 384 respondents in China and 145 respondents in Taiwan are collected. The research model is analyzed using component-based estimation approach to structural equation modeling.




Findings




The structural equation analysis of the study found that post-purchase shipping and tracking have an impact on customer satisfaction in both China and Taiwan. It also found that customer service is the most significant factor among the examined antecedents for online shoppers in China. While, return service is more important for shoppers in Taiwan. Finally, customer satisfaction played a stronger positive role for online shoppers in Taiwan as compared to their counterparts in China.




Research limitations/implications




This research extended the current literature about post-purchase logistic services in an online shopping environment with a literature-based research model and good empirical data support. However, one limitation of the study is that the data collected represents a cross-sectional sample; future research should examine longitudinal sample to study customers’ purchase intentions over time.




Practical implications




This study can help both scholars and practitioners understand the importance of tracking, return, shipping, and customer service in an online shopping environment and across countries. It provides insights on designing e-commerce relevant shipping services to satisfy and attract customers across countries.




Originality/value




The study investigated how post-purchase activities contributed to customer satisfaction in online shopping and explored the influence of customer satisfaction on future purchase intention in China and Taiwan. This is one of the first studies available in the literature to provide empirical support and managerial insights about post-purchase activities related to shipping, tracking, and returns for e-commerce with cross-regional comparison.

Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction: An empirical study with comparison

PubMed Central（PMC）是美国国立卫生研究院国立医学图书馆生物技术与信息中心开发和维护的生物医学与生命科学期刊文献免费数字文档库。其宗旨是承担起数字时代世界级图书馆的作用。它不是期刊出版商。出版商自愿加入PMC，并需满足一定的科研水平和编辑质量标准。

PubMed Central

Purpose




The purpose of this paper is to understand the dimensions of the e-fulfillment process and its influence on customers in pure e-tailing; to classify the pertinent literature that has evolved over time addressing relevant managerial issues; and to identify the gaps between the practices prevalent in the e-fulfillment and those suggested by academicians to develop insights for future research.




Design/methodology/approach




A critical systemic literature review approach was used for the study with quantitative and qualitative analysis.




Findings




The authors identified seven dimensions of e-fulfillment in the literature on pure e-tailing: e-business quality, product quality, pricing, availability, timeliness, condition and ease of return and explored its linkages with shopping satisfaction and repurchase intention of customers in e-tailing.




Research limitations/implications




The study was skewed toward an empirical approach. The study does not include many of the analytical models in this space.




Practical implications




This study helps e-tailers, academicians and practitioners understand critical dimensions of e-fulfillment and its influence on customers in the pure e-tailing setting in order to design customer-centric e-fulfillment architecture.




Originality/value




The study identified seven dimensions of e-fulfillment in the literature and explored its influence on shopping satisfaction and repurchase intention of customers in pure e-tailing. This is the first compilation of standalone/isolated studies available in the literature to provide e-tailers and academicians meaningful insights into e-fulfillment in the pure e-tailing setting.

E-fulfillment dimensions and its influence on customers in e-tailing: a critical review

\nPurpose\nThis study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined.\n\n\nDesign/methodology/approach\nThe data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model.\n\n\nFindings\nThe results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience.\n\n\nResearch limitations/implications\nThe sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.\n\n\nPractical implications\nThe insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs.\n\n\nOriginality/value\nThe study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.\n

Investigating brand community engagement and evangelistic tendencies on social media

Social media has a lot to offer to the marketers in the form of a ‘web of brand-related-conversations’. With the popularity of social media, users indulge in ‘eword-of-mouth’ (eWOM) behaviour while...

Brand-related, Consumer to Consumer, Communication via Social Media:

The purpose of this study is to propose a conceptual framework for measuring the key dimensions of the e-fulfillment process and its relationship with online shopping satisfaction in pure e-tailing. The key dimensions relevant to the e-fulfillment process are explored in the literature during the first part of the study. These dimensions are categorized into three distinct processes of e-fulfillment: order procurement, order fulfillment, and product returns. In the second part of the study, the authors propose a conceptual framework and develop hypotheses to understand the relationship between the key dimensions of the e-fulfillment process, including e-business quality, product quality, availability, timeliness, condition, billing accuracy, ease of return, and online shopping satisfaction. Furthermore, the constructs in the proposed framework were empirically tested. This study will help e-tailers, academicians, and practitioners understand the consumers’ expectations regarding the key dimensions of the ...

A Conceptual Framework for Measuring E-fulfillment Dimensions: A Consumer Perspective

Despite the rising importance of globalisation in the marketing field, researchers have given little attention to how it might affect brand name preference for a new product. This article examines the impact of brand globalness (global versus local brand) on consumer evaluation of new product branding strategies (new brand versus extended brand). Using an experimental approach, two analyses are performed for both functional and prestige products in the Indian context. The results show that consumers have a favourable attitude and purchase intention for global brands with extended brand name. For local brands, new brand names and extended brand names are preferred if the product categories are functional and prestige, respectively. The research further reveals that product category does not have a significant effect on consumer evaluation of branding strategy for global brand. The research not only contributes to the extant literature, but also provides managerial implications by emphasising that marketers must consider brand globalness and product category before selecting brand name for the new product.

https://link.springer.com/content/pdf/10.1057%2Fbm.2013.28.pdf

Ashish Sadh

Papers

E-fulfillment dimensions and its influence on customers in e-tailing: a critical review

Investigating brand community engagement and evangelistic tendencies on social media

Brand-related, Consumer to Consumer, Communication via Social Media:

A Conceptual Framework for Measuring E-fulfillment Dimensions: A Consumer Perspective

Role of brand globalness in consumer evaluation of new product branding strategy