Showing papers in "Asia Pacific Journal of Marketing and Logistics in 2017"

The influence of perceived social media marketing activities on brand loyalty

Abstract: The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness.,A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students,The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty.,This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

Impact of service quality and trust on repurchase intentions - the case of Pakistan airline industry

Abstract: Purpose The purpose of this paper is to examine the antecedents of repurchase intentions in the Pakistani airline industry. Though research on repurchase intentions has traditionally focused on service quality and satisfaction, recently scholars have proposed that word of mouth (WOM) and thin Pakistan’s airline industr trust also play a vital role in driving repurchase intentions for all services businesses. Design/methodology/approach The study employs structural equation modeling to examine the hypothesized relationships among antecedents of repurchase intention drawing on a data set of 383 customers listed as “frequent flyer members” within Pakistan’s airline industry. Findings The results revealed that service quality and trust are directly associated with repurchase intentions as well as through the mediator of customer satisfaction. The findings hold important implications for marketers and academics. Originality/value This study makes original contribution to the body of knowledge in the services marketing sector by investigating the effects of service quality and trust through the mediation of customer satisfaction and brand image, and the moderation of WOM factors on predictors of repurchase intention.

Understanding consumer’s showrooming behaviour: Extending the theory of planned behaviour

Abstract: Purpose Recent multichannel research suggests that consumers use multiple channels to reap attribute-based benefits which have led to showrooming phenomenon. The purpose of this paper is to investigate the reasons for consumers’ showrooming behaviour and propose a comprehensive model based on application and extension of the “Theory of planned behaviour”. Design/methodology/approach Using the probability sampling approach, 278 complete responses were obtained via web-based surveys for analysing the showrooming behaviour. The research model was tested using the “Partial least squares method” which follows a variance-based structural equation modelling approach. Findings The results of the study indicate that “touching and feeling the product” and “sales staff assistance” motivated customers to visit the physical store before buying online. “Better online service quality” and “lower prices online” induced customers to later purchase online. Price conscious customers and those with the ability to use multiple channels were more likely to engage in showrooming behaviour. Research limitations/implications The generalization of the findings may be limited because the data were collected from a small sample size. The subject calls for more extensive research for drawing generalizations due to lack of the substantive literature on the core area of study. Practical implications The model proposed will help retailers in understanding the showrooming phenomenon which recent researchers have considered as a threat to retail. The study provides basis for devising strategies to defend showrooming customers. Originality/value This paper adds to the body of knowledge in retailing by proposing a model on showrooming which is an emerging area of research in the present retail landscape.

Factors affecting consumers’ intention to purchase counterfeit product: Empirical study in the Malaysian market

Abstract: Most of the past studies have considered social and personal factors in relation to counterfeit product purchase intention. However, there is a dearth of research that linked ethical aspects with such kind of product purchase intention. Considering this gap, the purpose of this paper is to investigate the direct as well as indirect effect of ethical aspects on the attitude of consumers’ counterfeit product purchase in the Malaysian market.,A total of 737 questionnaires were distributed in China Town, Low Yat Plaza, as well as a few “pasar malam” (night markets), which yielded 400 completed usable responses. Partial Least Square Smart PLS software and SPSS were utilised in order to analyse the data.,The results revealed that the ethical aspect in term of religiosity, ethical concern, and perception of lawfulness directly and indirectly affect consumers’ behavioural intention to purchase counterfeit products.,It is expected that the study findings will enhance the understanding of marketers as well as policymakers about consumers’ purchase intention of such fake products. Eventually, it will help them to come up with better marketing strategies to purchase counterfeit products and to encourage them to purchase the original product.,This is relatively a pioneer study that examines the effect of ethical aspects of consumers in term of their religiosity, ethical concern, and perception of lawfulness on their attitude towards buying counterfeit products. Additionally, this study examines the mediating role of consumer attitude to purchase counterfeit product between ethical aspects and behavioural intention, which is comparatively new to the existing body of knowledge. Last, but not the least, this research has examined these relationships in a new research context i.e., Malaysian market, which can advance the knowledge about consumer behaviour in the East Asian context.

Reducing meat consumption: the case for social marketing

Abstract: Purpose The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design/methodology/approach An exploratory Australian survey of Sydney consumer red meat choices is used covering dietary preferences, meat eating patterns, reasons and levels of concern for economic and environmental issues. Analysis of dietary guidelines and marketing campaigns in relation to the survey findings is conducted. Findings The survey highlights: lack of awareness about the link between meat consumption and environmental well-being; widespread inaccuracy of health messages related to meat consumption; influence of the meat industry in promoting excessive meat consumption; pervasiveness of the link between red meat consumption and national identity, social status, prestige and masculinity; and urgent need for government-supported social marketing interventions and the demarketing of meat. Originality/value This is the first study to propose social marketing based on the health and environmental co-benefits of reduced red meat consumption.

The influence of Vietnamese consumers’ altruistic values on their purchase of energy efficient appliances

Abstract: The purpose of this paper is to investigate how consumers’ altruistic values influence their personal norms, environmental attitudes, subjective norms and perceived barriers, all of which in turn influence their pro-environmental behaviour (i.e. the purchase of energy efficient household appliances).,This research follows a hypothetic-deductive approach. A unique conceptual model examines the role of consumers’ altruistic values in relation to their environmentally responsible purchase behaviour. Structured questionnaires were administered to randomly selected Vietnamese consumers who visited busy electronics and appliance specialist stores, which yielded 682 usable responses.,Structural equation modelling revealed that consumers’ altruistic values tend to positively influence their personal norms, environmental attitudes, subjective norms and mitigate their perceived barriers in relation to the purchase of energy efficient appliances.,Marketers, policymakers and sustainability campaigners should develop relevant communication and education programmes that emphasise the importance of purchasing energy efficient appliances for the environment and society, arousing consumers’ sense of moral obligation and societal responsibility to purchase such products. They should also provide a convenient and easily accessible shopping environment for consumers.,This research makes an important contribution by presenting and testing a new altruistic-values-based model that seeks to understand consumers’ environmentally responsible purchase behaviour. This model could serve as a blueprint for future studies in the domain of pro-environmental behaviour, especially those in emerging markets.

Repurchase intention of Korean beauty products among Taiwanese consumers

Abstract: The purpose of this paper is to bridge the gap in the literature to examine key factors that influence Taiwanese consumers to repurchase Korean beauty products.,This study uses a quantitative approach to test the proposed hypotheses using structural equation modeling. Causal research design is used in this research to identify cause-and-effect relationship among the constructs. Primary data collection is used to gather data. This study provides the better understanding about key factors that influence Taiwanese consumers’ repurchase intention (RI) of Korean cosmetics products.,Results show that perceived price (PP) and country of origin (COO) significantly influence word-of-mouth (WOM). PP, COO and WOM significantly influence RI. WOM is the most influential variable toward RI, followed by COO and PP.,Very few studies have examined a general construct of RI related to beauty product. The findings of this study imply several practical directions for marketers of beauty product industries specifically for Taiwanese consumers. This study helps to know what factors become basic consideration for Taiwanese consumers in repurchasing Korean beauty products. Second, it underscores the role of WOM between the independent variables (PP and COO) and RI as the dependent variable.

Extended TPB model to understand consumer “selling” behaviour: Implications for reverse supply chain design of mobile phones

Abstract: Purpose Many academic studies on reverse supply chain management have emphasised on the development of conceptual and operational models for managing returns and extracting value, but have largely ignored the consumer selling behaviour, the starting point of a reverse supply chain. The purpose of this paper is to consider a twofold perspective to understand and analyse the reverse supply chain design of mobile phone in Delhi NCR: first, motivation and intentions of consumer selling their mobile phones and second, the returns management process through the organised and informal channels. Design/methodology/approach It first utilises a survey methodology and the theory of planned behaviour (TPB) model to understand and analyse the consumers’ intentions to recycle and then employs an in-depth interview methodology to derive qualitative insights needed to plot the reverse supply chain design. Findings In an extended TPB model, attitude, mediated by a “sense of duty” and perceived control, has a strong influence on the recycling behaviour than subjective norms and benefits. The qualitative insights draw attention to the design, configuration and management of informal and organised recycling channels that differ significantly, but remain relevant and coexist, especially in the context of emerging economies. Research limitations/implications It proposes an extended TPB model to understand consumer selling behaviour that can help the companies to plan and handle their demand-supply mechanisms in the reverse supply chain. Social implications This study calls for a proactive intervention by the Indian Government and other key stakeholders to regulate and streamline electrical and electronics waste management in India. Originality/value This research is positioned at the interface of logistics and marketing to understand and create a sustainable reverse supply chain design for high-value products.

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

Abstract: 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.

Nonlinear antecedents of customer satisfaction and loyalty in third-party logistics services (3PL)

Abstract: Purpose The purpose of this paper is to study the nonlinear impact of quality dimensions of third-party logistics (3PL) services on customer satisfaction and loyalty. Design/methodology/approach By interviewing 167 small-size companies, and using penalty and reward contrast analysis, the paper explores the nonlinear impact of seven dimensions of 3PL services (safety, fault’s recovery, reliability, speed, flexibility, communication, and friendliness) on customer satisfaction and loyalty. Findings The results confirm the existence of the dimensions’ nonlinear impact on customer satisfaction. It also shows that some quality dimensions have a direct and nonlinear impact on loyalty. The dimension “friendliness” has a direct impact on loyalty if the company has a below market average performance, which may lead customers to switch service providers. “Flexibility on collection and delivery” has a direct impact if the company has a higher performance, contributing to customers’ intention to continue using the service. Another finding is that, if the company delivers good service recovery after the customer found faults in the service, and if customers trust the company service, they say they intend to continue to work with the company. Research limitations/implications The present research focused only on small companies in one country (Brazil). Further studies should be carried out to explore different countries, with different realities, and different size of companies. Practical implications 3PL companies should not only deal with customers’ satisfaction, but also with other quality aspects that directly affect customer intention to continue doing business with the 3PL service provider. These are friendliness, flexibility regarding time and frequency of collection and delivery and faults’ recovery. Originality/value The present research confirms that the personal relationship is a crucial aspect to be managed in order to keep customers in the long term. In addition, as opposed to most research looking for the antecedents of satisfaction and loyalty of 3PL customers, the present research shows that there is a direct nonlinear impact of the dimensions’ performance on customers’ loyalty, what should be taken in consideration by 3PL managers. It also shows how penalty-reward contrast analysis may reveal nonlinear antecedents that could be used for better understandings companies’ success in the long term.

Exploring customer engagement valences in the social services

Abstract: Purpose Minimal attention is given to the negative valences of customer engagement and how they manifest in ways that detract from service value. The purpose of this paper is to uncover the meaning and conceptual dimensions of disengagement and negative engagement in conjunction with positive engagement. It explores how three valences of engagement manifest towards dual objects: the service community and the focal service organisation. This exploration is based within a new and novel social service context. Design/methodology/approach A qualitative approach using (four) focus groups is used. Findings A conceptual model of customer engagement is derived from the groups that include strongly held and positive customer engagement; passive, yet negatively orientated customer disengagement; and active and destructive negative customer engagement. Positive customer engagement is found to be directed at the service community object, whereas customer disengagement and negative engagement are directed at the focal service organisation object. A spillover effect is also revealed whereby negative engagement with the focal service organisation detracts from customers’ positive engagement within their service community. This suggests that engagement within a social service is multifaceted: several engagement valences may exist within one service relationship. It also suggests that these engagement valences are interrelated. Originality/value This is the first paper to apply three valences of engagement within the one focal relationship and examine how they manifest towards two objects, providing a unique perspective of how different interactions within the service ecosystem can influence engagement.

Cosmopolitanism and ethnocentrism among young consumers in emerging Asia: Chinese vs Koreans towards Japanese brands

Abstract: Purpose The purpose of this paper is to investigate how consumer cosmopolitanism (COS) and consumer ethnocentrism (CET) may affect young populations in China (an emerging country) and Korea (an advanced emerging country) on their evaluations of Japanese brands. Design/methodology/approach The author hypothesize that the levels and the effects of COS and CET will differ between China and Korea because of their differing levels of economic development and globalization. Surveys were conducted with 311 Chinese and Korean young individuals with comparable sample characteristics. Findings The research reveals a few interesting findings. First, the findings show that Chinese young consumers may be more ethnocentric and moderately less cosmopolitan than their Korean counterparts. Additionally, COS was found to have greater effects on evaluations of Japanese brands in China than in Korea. On the other hand, CET played a subdued role in brand evaluations for both countries. Research limitations/implications The findings suggest that COS and CET may have reduced influences on future consumers in emerging Asia and other emerging countries as they experience increasing globalization. Originality/value This study addresses an under-researched issue of how consumer values may change in emerging Asia experiencing rapid economic development and globalization.

Marketing private hotel management schools in Australia

Abstract: Purpose The purpose of this paper is to explore the perceptions of 46 hotel management students from four leading private hotel management schools (PHMS) in Australia on their decision in choosing a PHMS over a traditional public university. Design/methodology/approach Employing the theory of planned behaviour as a theoretical framework, the qualitative interview data identified ten key attitudes, four reference groups and four perceived difficulties as potential motivators of students deciding to enrol in PHMS. Findings This paper identified reputation of school and industry placement opportunities as key attitudinal items shaping students’ decision-making process. With regards to important social groups, education agents and family were key reference groups. In relation to perceived difficulties, students reported tuition and living costs, and far distance from home as key barriers in their decision to study at PHMS. Research limitations/implications The sample draws upon students from a single state, New South Wales, Australia and this limits the generalisability of the authors’ findings. This study also excluded students from Australian public universities who may hold different perceptions towards studying at a PHMS. Practical implications The findings have important implications for hotel schools to improve their curriculum designs and embed practical hands on the learning experience of their students. Marketing agencies can also use these motivational attributes in developing effective marketing campaigns to increase enrolment figures. Originality/value This framework has proven to be useful in helping marketers understand various underlying motivational factors to attract prospective students to enrol in private hotel management schools.

Service quality of sports centers and customer loyalty

Abstract: Purpose The purpose of this paper is to establish the effects of service quality of sports centers on customer loyalty and intention to adhere to exercise. Design/methodology/approach In total, 500 questionnaires were distributed to five sports centers located in the city of Seoul, of which 472 were returned and used in the data analysis. The collected data were subjected to frequency analysis, exploratory factor analysis, a reliability test, and structural equation model analysis using SPSS 21.0 and AMOS 18.0. Findings The results show that, first, service quality, comprising the two factors of the facilities of sports centers and instructors, positively influences customer loyalty. Second, the service quality of sports centers positively influences the intention to adhere to exercise, and, third, so does customer loyalty. Practical implications Management needs to make more efforts to strengthen service quality, comprising facilities and instructors, in order to increase customer loyalty, represented by the sense of closeness with and attachment of customers using sports centers, as well as to increase the need for exercise. Originality/value Previous studies on the service quality of sports centers have been limited to customer satisfaction, customer trust, reuse intention, recommendations to others, consumption behavior, and relationship commitment. Since the research on the direct relationship between service quality of sports centers and exercise adherence is still limited, this study provides data and implications relevant to the management of sports centers by investigating the relationship among service quality of sports centers, customer loyalty, and intention to adhere to exercise.

Power and relationship quality in supply chains: the case of the Australian organic fruit and vegetable industry

Abstract: The purpose of this paper is to test the impact of power (coercive and non-coercive) on supply chain (SC) relationship success. In particular, this paper aims to examine the moderating effect of relationship quality (RQ) on the associations between power bases and relationship success. In turn, RQ and relationship success can impact the operational performance of the suppliers.,A survey of 284 Australian suppliers (growers of organic fruits and vegetables) was conducted to elucidate the associations among power, RQ, relationship success and operational performance.,RQ was found to only moderate the positive relationship between non-coercive power and relationship success. Moreover, RQ and relationship success were positively related to the suppliers’ operational performance. The findings conform those of previous research in which coercive power is negatively related to the supplier’s perception of relationship success while non-coercive power is positively related to the supplier’s perception of relationship success. Relationship success was found to mediate the relationships between the power bases and operational performance.,This study only collected data from one-side of the dyad (the suppliers). Another potential limitation is the existence of respondent bias, which can arise when a single respondent is asked to assess both the nature of the relationship and the performance outcomes of the relationship.,This study highlights the importance for managers to understand the dynamic shaping relationships when they want to signal their influence and RQ in inter-firm relationships associated with the SCs.,This study applies signaling theory as an alternative theoretical lens that looks into the moderating role of RQ on the associations between power bases and relationship success in the SC. This study argues that when the buyer increasingly develops RQ, the effect of non-coercive power on relationship success diminishes. Both RQ and relationship success positively influence the supplier’s operational performance.

Domain-specific market segmentation: a wine-related lifestyle (WRL) approach

Abstract: Purpose The purpose of this paper is to illustrate the use of a domain-specific research instrument (the wine-related lifestyle (WRL)) to determine the different lifestyle-related wine market segments in a country and compare the findings cross-culturally. Design/methodology/approach The research instrument included 48 psychographic activities, interests and opinions (AIO) statements, plus socio-demographic, product consumption and purchasing questions. A final sample of 376 South African wine consumers was utilised, whereon exploratory and confirmatory factor analysis, combined with Hough’s Euclidean test, were applied to determine the existence of clusters (segments), assign descriptions to them, and link these to product consumption data. Findings Five wine segments recurred when comparing wine market segmentation studies cross-culturally. This means that cross-culturally, similar types of people drink wine with similar AIOs towards wine. In the South African market, four of these segments were identified. Research limitations/implications This study achieved a robust lifestyle-based market segmentation algorithm which can be used by researchers in different country environments for wine as a domain-specific product. Originality/value The contribution of this research is threefold in that it tested the WRL instrument in a cross-cultural context which is the first time this has been done; in the process it interpreted the wine consumer segments in South Africa for the first time; using a WRL-based (AIO) approach. The study demonstrated that market segmentation based on psychographic (lifestyle) behaviour is strengthened when supported by two additional segmentation methods, namely, socio-demographics and product involvement (purchasing and consumption).

Understanding young consumers’ tendencies regarding eco-labelled products

Abstract: Purpose The purpose of this paper is to explore different factors influencing young consumers’ approaches to eco-labeled products in an emerging country, Turkey. Design/methodology/approach Relevant measures were adapted from the previous literature to assess key constructs on environment and eco-label perceptions. First, an exploratory factor analysis was employed for identifying the key dimensions, and then structural equation modeling was conducted for testing the research hypotheses. Findings The findings reveal that the existence of perceived environmental knowledge has an influence on eco-labeled product purchase tendencies, with environmental concern (EC) having a significant mediating effect. Practical implications This study contributes to practice by addressing perceptual factors affecting young consumers in emerging markets such as Turkey. This relationship can be utilized to increase the tendency to purchase eco-labeled products to create EC enhancing programs in education in addition to environmental knowledge leveraging ones. Besides, these findings may also be beneficial in eco-labeled product marketing efforts. Originality/value This study provides value for the literature by investigating the perception of young consumers in an emerging market specifically, and adopts a more specific eco-label focus, which it integrates with an environmental perspective.

A cross-national study of apparel consumer preferences and the role of product-evaluative cues

Abstract: Purpose: The purpose of this paper is to investigate and identify the salient effects of apparel evaluative cues in order to enrich our understanding of consumer preferences and behaviour in two different socio-cultural contexts – Canada from the west and China of the east Design/methodology/approach: Online and paper questionnaires were used to collect data from Canada and China Based on the prior research, 14 hypotheses were developed, and SPSS statistical analysis were used for this study Findings: According to our findings, Canadian and Chinese participants used price as an indicator of product quality and/or monetary sacrifice Overall, the consumers from both countries were more concerned about the garment fit and style than brand name and country of origin It is imperative for fashion practitioners to prioritize their resources and focus more on product research/design and prototype development Fit, comfort and fabric were strongly correlated except in the “fit and comfort” of Canadian sample In addition, durability, ease of care and wardrobe coordination play a relatively less significant clothing evaluative role than many other product cues for both Chinese and Canadian consumers Originality/value: It is imperative for multi-national companies to understand their consumers’ needs and aspirations in this fast-changing socio-cultural milieu However, there are relatively few research studies have focused on apparel consumer behaviour, and the salient impact of product evaluative cues – particularly from a cross-national perspective This study covers a wide array of important evaluative cues, and provides meaningful insights and current information to both fashion academicians and practitioners This is one of the few studies provide an in-depth and comprehensive report on the role and effects of apparel product cues Keywords: consumer behaviour, clothing, product cues, China, Canada, cross-cultural study Paper type: Research paper

Intents of green advertisements

Abstract: Purpose The purpose of this paper is to explore intents of green advertisements. Design/methodology/approach Using NVivo, a convenient sample of 237 green print advertisements published between August 2010 and July 2015 in leading Indian newspapers and magazines were content analysed. Findings Four types of intents of green advertisements were identified: intent to communicate corporate environmental approaches; intent to develop believability towards environmental claims; intent to inform consumers; and intent to engage consumers. Research limitations/implications This study explored intents of green advertisements and elaborated upon strategic importance of content in green advertising. Practical implications The intent-based exploration of green advertisements indicates marketing managers of green products the importance of: expanding their advertising framework that incorporates sharing environmental vision and mission of their companies with consumers, and relating them with consumers’ needs and demands; inculcating functional, emotional and experiential elements in green advertisements that facilitate green product experience to the consumers; and active interactions between marketing managers and consumers for effectively capturing market-related information, and accordingly shaping their short- and long-term marketing and advertising decisions. Originality/value This study is unique to determine intents of green advertisements.

The effects of consumer perception of volume discount benefits on intention to purchase grocery products

Abstract: The purpose of this paper is to investigate the effects of consumers’ perceptions towards volume discount (VD) benefits on their intention to purchase grocery products under this scheme using deal proneness as a moderator.,Data were gathered through a survey of 583 Malaysian consumers, and were analysed using the partial least squares technique.,The results showed that perceived savings, self-expression value, and convenience positively affected consumers’ intention to purchase grocery products under VDs. Deal proneness negatively moderated the relationship between perceived quality, innovation, and consumers’ intention to purchase under VDs.,The findings of the study will help retailers to understand the effects of consumers’ perceptions of VD benefits on their intention to purchase products under VDs, thereby allowing retailers to promote products under VDs more effectively.,Although the VD is a common type of sales promotion, this topic is rarely explored. This study thus contributes to the advancement of knowledge by determining the effects of the potential benefits of VDs on consumers’ intention to purchase.

Mediating effects of students’ social bonds between self-esteem and customer citizenship behaviour in the context of international university branch campuses

Abstract: Purpose The purpose of this paper is to offer empirical evidence on the role of self-esteem and social bonding in explaining citizenship behaviour of students at international university branch campuses (IBCs). Design/methodology/approach A sample of 400 students from four IBCs in Malaysia was administered in a questionnaire. Data were analysed using SPSS and partial least squares 3.0. Findings This research demonstrates that students’ self-esteem and social bonds have positive direct effects on customer citizenship behaviour (CCB). Moreover, self-esteem has an indirect effect on CCB via intervening of attachment, commitment and involvement of social bonds. Research limitations/implications CCB of IBC students can be explained by self-consistency theory via mediation of social bonds from social bonding theory. Practical implications To encourage CCB in IBCs, university management should target students who have high self-esteem, closely tied to parents and lecturers, committed to university, highly involved in co-curricular activities and comply with university regulations. Originality/value Greater understanding of students’ citizenship behaviour may help transnational universities to improve relationship marketing strategy and enhance students’ campus experience.

Marketing implications from a behaviourism perspective of consumption dynamics and socio-demographics of wine consumers

Abstract: Purpose The purpose of this paper is to facilitate a better understanding of the insights provided by adopting a behaviourism perspective of the socio-demographics, consumption dynamics and retail channel patronage of wine consumers and the potential marketing implications these have. Design/methodology/approach Systematic random sampling yielded 811 surveys of wine consumers collected at households across Australia’s three main consumption metropoles. A hierarchical multiple regression model is used to test the predictive ability of the socio-demographical variables, gender and age, on personal wine consumption. Findings Specific differences exist in the consumption behaviour and wine type preferences of males and females, and between generational cohorts, specifically Millennial and older consumers. There are gender significant differences in wine type consumption, which in turn is moderated by not only the “classical” socio-demographic variables, but also the retail outlet types preferred for product purchase. Younger Millennial females place more importance on external choice cues in making their buying decision than males. The gender and age generation socio-demographic variables are not strong predictors of personal wine consumption. Practical implications Opportunities exist for niche-marketed brands targeted at specific segments such as young females and this study highlighted their specific needs and consumer behaviour dynamics. Originality/value This study illustrates through carefully executed wine consumer behaviour research, directed by questioning from the extant literature, how information derived from a behaviourism perspective can intelligently inform marketing strategies. In the process, it also provides “baselines” for future research.

The effect of new product design and innovation on South Korean consumer’s willingness to buy

Abstract: Purpose The purpose of this paper is to examine how consumers’ willingness to buy is influenced by two essential design elements: form and functional design. Form design refers to appearance and can be categorized as typical or non-typical. Function design relates to product features and can be the basis of whether a new product is perceived as a radically new product (RNP) vs an incrementally new product (INP). An interaction between form (typical vs non-typical) and function (RNP vs INP) was hypothesized and examined based on consumers’ knowledge of a product category and level of technological innovativeness. Design/methodology/approach Two between subject experiments were conducted in which two factors were manipulated (2×2 ANOVA): the degree of technological innovation (RNP vs INP) and form (more typical vs less typical). Findings Findings reveal that form design has a minimal impact on consumers’ evaluations of INPs, but less typical form design is preferred over typical form design for RNPs. Moreover, form design matters more to consumers who are technologically more innovative (vs less innovative) and more knowledgeable (vs less knowledgeable). Practical implications The managerial implications are multiple. Depending on the degree of the technological innovation, new design form can be strategically aligned to the function of a new product to increase perceived value – an effect observed among South Korean consumers that we anticipate will extend upon other cultures high in uncertainty avoidance. Originality/value This research will shed some light on an area of marketing that has been previously under-researched: form-based design in global innovation diffusion focusing on Asian countries and provide a more systematic approach to the empirical studies of form design issues in global marketing. This research extends the current design and innovation literature by examining the two dimensional types of design (visceral form and functionality) and potential moderators: degree of product innovation (RNP vs INP), consumer innovativeness, and consumer knowledge.

Symbolic consumption and Generation Y consumers: evidence from Thailand

Abstract: Purpose The purpose of this paper is to investigate Generation Y consumers’ symbolic consumption on brand attitude and purchase intention toward global brands. Design/methodology/approach A conceptual model has been developed to illustrate the proposed relationships among the related variables. Data from a total of 300 usable surveys were collected from Thai Generation Y consumers. The proposed hypotheses were tested using structural equation modeling analyses. Findings The study found that Generation Y consumers’ symbolic consumption has a significant and positive effect on brand attitude and purchase intention. Research limitations/implications Time and resources limitation did not allow to study the larger sample. Future research should include more product categories and more global brands. Sample can be extended to consumers in ASEAN countries to provide more comprehensive insights into consumer perceptions and brand behaviors toward global brands. Practical implications The findings suggest that symbolic consumption is a key motivation to increase purchase intention when developing marketing strategies for the Generation Y consumer. Originality/value This study has contributions to symbolic consumption and Generation Y literature combining several important dimensions into a structural model, and examines the relationships among these dimensions.

Agile supply chain management (ASCM): a management decision-making approach

Abstract: Purpose The purpose of this paper is to determine agile supply chain management (ASCM) among SMEs in manufacturing-related services sector. The study propose that entrepreneurial orientation (EO), participative management style, supplier relations, resource management, just-in-time (JIT) methodology and technology utilization (TU) are several drivers of ASCM – an effective management decision-making approach. Design/methodology/approach A total of 197 questionnaires were collected among SMEs to empirically test the proposed model. Structural equation modelling was employed using partial least squares approach to assess measurement and structural model for reflective and formative constructs. Findings The results reveal that EO, supplier relations, resource management, JIT methodology and TU positively influence ASCM while participative management style is not a predictor towards an effective ASCM. Moreover, EO was found to be a second-order formative construct comprising of innovativeness, risk taking and proactiveness, and ASCM is a first-order formative construct. Originality/value Prior literature regarding supply chain management (SCM) has focussed mainly on critical success factors of SCM and green SCM. Limited empirical studies have examined the influence of EO, participative management style, supplier relations, resource management, JIT methodology and TU on ASCM among SMEs in manufacturing-related services sector.

The moderating impact of emotions on customer equity drivers and loyalty intentions: Evidence of within sector differences

Abstract: Purpose The purpose of this paper is to investigate the significant contribution of emotions along with other conventional loyalty drivers on the loyalty intentions. Design/methodology/approach The influence of three conventional loyalty drivers, i.e., value equity, brand equity, relationship equity on loyalty intentions was investigated by further exploring the moderating effects of negative and positive emotions. A sample of 834 Pakistani consumers in the supermarkets and banking industries was studied employing store-intercept survey design. Findings Consumer behavior is driven by emotions in both the supermarkets and banking context. Thus, in order to better predict customer loyalty intentions, the emotional component is crucial and should be included along with other cognitive components. Practical implications Since customers’ emotional responses throughout service delivery are strongly linked to loyalty, therefore supermarkets and bank service managers need to make sure that the customers experience with their services as pleasurable as possible and for this purpose, customer service employees need to be trained in order to better understand the customers’ emotional responses during the course of service delivery process. Originality/value The present study complements the existing literature regarding the role of emotions in service settings and offers a new point of view for the linkage among emotions, customer equity drivers and customer loyalty intentions.

An analysis of product-place co-branding: the case of Ceylon Tea

Abstract: Purpose The purpose of this paper is to evaluate the applicability of the strategic place brand-management model (SPBM) for a product-place co-branding context, focussing on Sri Lanka’s tea industry. Design/methodology/approach Conducted as an exploratory case study, pattern matching and explanation building methods are employed to analyse data from secondary sources such as archival data and documentation. Findings Strategic components of place branding in SPBM are applicable for product-place co-branding, as evidenced in Sri Lanka’s tea industry, although key strategies appear to be reactive rather than proactive in this context. Practical implications The findings provide reassuring guidance to practitioners on applying strategic place branding models in product-place co-branding settings, given the unique risks associated with product-place co-branding. Originality/value Given the novelty of and the need to advance knowledge on product-place co-branding as a component of place branding, this study extends extant literature on the use of SPBM in a successful product-place co-branding setting. Additionally, it extends the value of place branding concepts for industries other than popularly studied tourism.

How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products: The mediating and moderating roles of moral identity

Abstract: Purpose The purpose of this paper is to examine how psychological antecedents (i.e. consumer mindsets) and individual difference characteristics (i.e. moral identity) affect the intention to purchase Fair Trade products based on the triadic reciprocal causation model in social cognitive theory (Bandura, 1986). The primary factors that influence ethical consumption decisions in ethnic Chinese societies were explored by integrating the unique cultural environment of the Chinese. Design/methodology/approach The study effective sample comprised university students and professors. Structural equation modelling was used to test the hypotheses and indirect effects. Results showed that moral identity internalization had a mediating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. Findings A high moral identity symbolization had a moderating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. This demonstrated that the two dimensions of moral identity, internalization and symbolization, play different roles and have different functions in regards to the intention to purchase Fair Trade products. Research limitations/implications Future studies are urged to examine this issue at a cultural level by performing a cross-cultural comparison and to integrate consumer heterogeneity for a deeper examination of the interaction between demographic factors and psychological traits on consumer behaviours regarding Fair Trade products. Originality/value This study indicates that moral identity internalization is the primary factor that influences ethical consumption decisions in Chinese societies. In terms of the moderating effect of moral identity symbolization, results showed that the higher an individual’s moral identity symbolization, the stronger the relationship between a collectivistic mindset and the intention to purchase Fair Trade products is. These results can serve as a reference for marketing communications and market segmentation policies in the business world.

Influence of social capital on customer’s relationship satisfaction in the Pakistani banking industry

Abstract: Purpose The purpose of this paper is to investigate the effects of structural social capital, relational social capital and cognitive social on relationship satisfaction, and also to investigate how relationship satisfaction is associated with negative word-of-mouth and re-patronage intentions, in service recovery. Design/methodology/approach A sample of 478 Pakistani banking industry clients, who registered a complaint to their bank recently, answered the survey. Variance-based partial least squares structural equation modeling was employed for data analysis. Findings Results demonstrate that all three facets of social capital have a significant positive impact on relationship satisfaction. However, relationship satisfaction enhances customer re-patronage intentions and restrains negative word-of-mouth intentions. Practical implications Findings are important for service firms, particularly for banks to adjust their service recovery strategies. Originality/value The paper verified the influence of structural social capital, cognitive social capital and relational social capital on relationship satisfaction and tested the influence of relationship satisfaction on negative word-of-mouth and re-patronage intentions.

Sensory marketing in an outdoor out-store shopping environment – an exploratory study in Japan

Abstract: The purpose of this paper is to investigate the sensory marketing activities in an outdoor out-store shopping environment.,The study synthesizes the existing literature to build up an integrative conceptual framework of sensory marketing from the supply-side perspective. An observational study then follows to demonstrate how sensory marketing has been implemented in an outdoor out-store shopping environment in Japan.,The study has proved that there is an outdoor out-store marketing environment where marketers use sensory cues to provide the information about their shops and products/services to their potential customers. When looking at each shop separately, the dominant sensory cues are the visual ones; however, in the outdoor out-store marketing environment of a shopping street as a whole, the combination of visual, audio, and tactile cues is a popular practice. In addition, it is observed that some outdoor out-store marketing practices are oriented toward the local cultural values.,Implications for shopping environments management are discussed.,The study extends the theories on shopping environments to an outdoor out-store context, and supports the implementation of experiential marketing and context marketing.