Showing papers in "Journal of Consumer Marketing in 2011"
TL;DR: In this article, the authors used the theory of planned behavior to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, and they found that environmental consciousness and appearance consciousness positively influence attitude toward buying organic products.
Abstract: Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the attitude‐intention relationship.Design/methodology/approach – An online survey was conducted with 207 online panel members, and multiple regression analysis was used to test the relationships among the variables.Findings – The results indicate that environmental consciousness and appearance consciousness positively influence attitude toward buying organic personal care products. The addition of past experiences as a predictor of purchase intention and perceived behavioral control as a moderator of the attitude‐purchase intention relationship yielded an improvement on the TPB model.Practical implications – This study suggests that retailers can develop effective marketing strategies emphasizing ecological beauty, product safety, and...
605 citations
TL;DR: In this paper, the authors studied how consumers define corporate social responsibility (CSR) and how it can enhance the overall value proposition for consumers and found that CSR can provide three forms of value to consumers: emotional, social, and functional.
Abstract: Purpose – Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers define CSR and how it can enhance the overall value proposition for consumers.Design/methodology/approach – The value typology developed by Sheth et al. is integrated with qualitative data to enhance understanding of these value paths. Interviews were conducted with consumers through the heart of the current recession, when consumers were particularly aware of value when making purchase decisions.Findings – The way in which CSR manifests itself determines consumer support. CSR can provide three forms of value to consumers: emotional, social, and functional. Each of these enhances or diminishes the overall value proposition for consumers. Further, value created by one form of CSR can either enhance or diminish other pro...
358 citations
TL;DR: In this paper, the effect of CRS and CRM on customer attitude was compared in a country characterized by a significant diversity of attitudes towards a cause, and it was shown that CRM can compensate for negative CSR to a high degree in the cause affinity segment of the market.
Abstract: Purpose – As cause‐related marketing (CRM) is usually subsumed under corporate social responsibility (CSR), in practice CSR and CRM can serve as different public relations tools. This study aims to compare the effect of CRS and CRM on customer attitude.Design/methodology/approach – In order to overcome various measurement problems, an experiment is conducted in a country characterized by a significant diversity of attitudes towards a cause.Findings – The result indicates that both CSR and CRM have similar positive effects on customers' attitudes. However, while CRM might be more cost‐efficient, its positive effect is limited to customers with high cause affinity. In contrast, CRM has a negative effect on customers with low cause affinity, or who oppose the cause. A major finding is that CRM can compensate for negative CSR to a high degree in the cause affinity segment of the market. Therefore, a high degree of cause specificity of CSR might only be preferable if the market is characterized by broad cause ...
200 citations
TL;DR: In this paper, the authors investigate the impact of different levels of environmental information on key consumer metrics and find that products with positive environmental messages are viewed better than products with negative environmental messages.
Abstract: Purpose – The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate environmentally benign products against those that have negative environmental impacts.Design/methodology/approach – Multiple product categories and messages that varied from strongly negative to strongly positive were used to test whether the accuracy/completeness of the information changes consumers' view of green products.Findings – The results show that consumer perception of product quality, value, and purchase intentions does not differ significantly between products with positive environmental messages and those without any message. Products with positive environmental messages are viewed better than products with negative environmental messages. It is also found that the impact of environmental information is greater for consumable products.Practical implications – Clearly presented information can make a significant diffe...
199 citations
TL;DR: In this paper, the authors analyse and compare use of Twitter in 12 accounts held by six organizations in the USA and Australia, drawing on existing models of interactive communications, and demonstrate different ways in which the interactive capabilities of Twitter can be used to communicate with customers.
Abstract: Purpose – Despite rapid growth in organizational use of Twitter, there is little theoretical or empirical research examining how different organisations use Twitter. This paper aims to analyse and compare use of Twitter in 12 accounts held by six organisations in the USA and Australia, drawing on existing models of interactive communications.Design/methodology/approach – The paper is based on analysis of a random sample of tweets sent by each account.Findings – The results demonstrate different ways in which the interactive capabilities of Twitter can be used to communicate with customers. However by also demonstrating lack of consistency in Twitter practice within most organisations, the results reinforce the need for strategic consistency in developing Twitter practice.Research limitations/implications – The results are based on the Twitter practice of 12 organisational accounts in the USA and Australia from December 2009 to May 2010. As with any evolving medium, practices at the different organisations...
189 citations
TL;DR: In this paper, an exploratory research was conducted in a well-known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups, and the overall aim is to gain some insights into the product style preferences of consumers and what this means in practical terms to wine product marketing.
Abstract: Purpose – Exploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means in practical terms to wine product marketing.Design/methodology/approach – Information was obtained from a random sample of 150 visitors to ten wineries in the Yarra Valley wine region in Australia. Data were collected by means of self‐administration surveys using a highly structured questionnaire at each of the winery tasting room venues.Findings – Specific differences exist in the wine consumption behaviour and sensory preferences of males and females and between generational cohorts, specifically Millennial and older consumers. Females drink less wine than males, spend less thereon but tend to “compensate” for this by buying higher priced wine per bottle, which could represent a risk‐reduction strategy. Females are ...
165 citations
TL;DR: More than half of the respondents indicated that they were willing to pay a premium for organic, sustainable, and US-grown cotton shirts as mentioned in this paper, at the $30.00 retail value.
Abstract: Purpose – This study seeks to investigate significant factors influencing consumers' willingness to pay a premium for three different socially responsible products – organic cotton, sustainable cotton, and US‐grown cotton shirts.Design/methodology/approach – Through random‐digit‐dialing, the study data were collected from 500 respondents nationally via telephone surveys. The survey data were analyzed using stepwise regression and mean comparisons.Findings – More than half of the respondents indicated that they were willing to pay a premium for organic, sustainable, and US‐grown cotton shirts ($5.00 or more for these cotton shirts at the $30.00 retail value). Consumer attitudes toward socially responsible apparel, attitudes toward environment, age, and gender were found to be significant factors for consumers' willingness to pay a premium. Four apparel product evaluative criteria, brand name, laundering requirements, color, and fit, were also found to be important for consumers' willingness to pay a premiu...
147 citations
TL;DR: Wang et al. as discussed by the authors proposed a composite model incorporating two behavioral intention models, Lee's model and decomposed Ajzen's model, and empirically tested the composite model to accurately predict Chinese consumers' purchase intentions toward a US brand.
Abstract: Purpose – The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's model and decomposed Ajzen's model, and empirically tests the composite model.Design/methodology/approach – A total of 747 consumer data were collected in three cities of China, Shanghai, Beijing, and Guangzhou, utilizing a series of mall intercept method at two levels of shopping malls in each city.Findings – Among the proposed direct paths to purchase intention (PI), attitude toward the US brand apparel was the most important in explaining contemporary Chinese consumers' purchase intentions, followed by external perceived behavioral control (PBC) and subjective norm (SN). Two Confucian values, face saving and group conformity, did not directly affect PI at all, and face saving only influenced PI indirectly through the ...
117 citations
TL;DR: In this article, a web-based survey of 254 students explored two ethical ideologies (idealism and relativism), collectivism, and two attitudes toward counterfeits (ethical concern and perceived quality) with respect to two counterfeit products (movies and pharmaceuticals) and reported respondents' complicity in both a virtual and physical marketplace for each good.
Abstract: Purpose – The purpose of this paper is to guide marketing managers in their efforts to decrease consumer demand for counterfeits of their products by examining the consumer beliefs and attitudes that have been found to support consumer complicity across multiple products, in virtual and physical shopping environments, using several criteria of complicity for each product.Design/methodology/approach – A web‐based survey of 254 students explored two ethical ideologies (idealism and relativism), collectivism, and two attitudes toward counterfeits (ethical concern and perceived quality) with respect to two counterfeit products (movies and pharmaceuticals) and reported respondents' complicity in both a virtual and physical marketplace for each good.Findings – Consumer complicity – a consumer's willingness to obtain, share, or use counterfeit products – was predicted by the consumers' hedonic shopping experience and lack of ethical concern with two different counterfeit products. The effects of ethical ideologi...
103 citations
TL;DR: Ho Huy Tuu et al. as discussed by the authors presented the accepted manuscript version of the article, which is available in Munin at http://hdl.handle.net/10037/2971.
Abstract: This is the accepted manuscript version of the article. Published version: Journal of Consumer Marketing, 28/5 (2011) 363–375, available at http://dx.doi.org/10.1108/07363761111150017 This article is part of Ho Huy Tuu's doctoral thesis and is available in Munin at http://hdl.handle.net/10037/2971
97 citations
TL;DR: In this paper, a conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling, and results indicate that brand credibility, commitment and connection are essential in developing branding strategies for healthy brands.
Abstract: Purpose – With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand‐building process for brands that are perceived as “healthy.”Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling.Findings – Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate ...
TL;DR: In this paper, the authors examined grocery shoppers' beliefs about store attributes as antecedents to shopping value by exploring whether dimensions of store attribute beliefs have differential effects (i.e. strength and direction) on hedonic versus utilitarian shopping value.
Abstract: Purpose – This study aims to examine grocery shoppers' beliefs about store attributes as antecedents to shopping value by exploring whether dimensions of store attribute beliefs have differential effects (i.e. strength and direction) on hedonic versus utilitarian shopping value.Design/methodology/approach – Shoppers at three grocery outlets in a Norwegian city were approached. After they had agreed to participate in the survey, they received a package containing an information letter, the questionnaire, and the pre‐paid return envelope. A total of 572 (60 per cent response rate) questionnaires were returned within two weeks of delivery.Findings – Findings from a survey of grocery shoppers suggest that one unique store attribute (e.g. personal interaction) can relate negatively to utilitarian shopping value and positively relate to hedonic shopping value, while others (e.g. physical aspects) may have the opposite valence, or direction to the different dimensions of shopping value.Research limitations/impli...
TL;DR: Comparisons and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden are identified.
Abstract: Purpose – The purpose of this paper is to identify similarities and differences with regard to factors affecting consumers' impulse purchases of groceries in France and Sweden.
Design/methodology/a ...
TL;DR: The authors used the constructs in the theory of planned behavior and advertising intervention to predict adolescents' intention for healthy eating, and found that perceived behavior control, attitude and subjective norms together explained 45 percent of the variance of behavioral intention.
Abstract: Purpose – The objective of the study is to use the constructs in the theory of planned behavior and advertising intervention to predict adolescents' intention for healthy eating.Design/methodology/approach – A convenience sample survey of 570 secondary school students aged 11 to 19 studying in Form 1 (equivalent to Grade 7) to Form 5 (equivalent to Grade 11) was conducted in Hong Kong.Findings – Perceived behavior control was the most important factor in predicting behavioral intention for healthy eating, followed by attitude toward healthy eating and subjective norms. Perceived behavior control, attitude and subjective norms together explained 45 percent of the variance of behavioral intention. Respondents' attitudes towards advertisement advocating healthy eating had high positive correlation with attitudes toward healthy eating.Research limitations/implications – First, the sample was not a probability sample. Second, the data were collected through face‐to‐face interviews and respondents may tend to g...
TL;DR: In this article, the authors identify the causes and implications of potential negative consumer response to music in broadcast commercials and propose a new consumer response variable, attitude toward the advertising music (Aam) and relating Aam's components to advertising goals.
Abstract: Purpose – The purpose of this paper is to identify the causes and implications of potential negative consumer response to music in broadcast commercials. It aims to accomplish this by introducing a new consumer response variable, attitude toward the advertising music (Aam) and relating Aam's components to advertising goals. It also aims to propose that Aam is a significant component of attitude toward the ad (Aad).Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures in the psychology of music, consumer marketing, and advertising to formulate Aam.Findings – Favorable Aam is a necessary but insufficient condition for favorable Aad in ads employing music. Furthermore, a negative Aam might cause a negative Aad. Given the numerous possible negative responses to music in a TV or radio commercial, achieving a favorable Aam among most target audience members is very challenging, especially when music‐message fit is lacking.Practical implications – The paper o...
TL;DR: In this article, the authors assess the usefulness of Dick and Basu's framework of customer loyalty to examine consumer loyalty on the grocery product market and provide evidence for the expected differences between product categories with regard to the proportion of loyalty categories within each product category.
Abstract: Purpose – This study aims to assess the usefulness of Dick and Basu's framework of customer loyalty to examine consumer loyalty on the grocery product market.Design/methodology/approach – After a short presentation of Dick and Basu's framework, the article discusses a number of anticipated antecedents and consequences to consumer loyalty on the grocery product market. Next, the four loyalty categories and the hypothesized relationships with antecedents and consequences are tested on empirical data from a large survey investigating brand loyalty across five grocery product categories.Findings – The results support the presence of Dick and Basu's four loyalty typologies within all the investigated product categories and further provide evidence for the expected differences between product categories with regard to the proportion of loyalty categories within each product category. The results also support relationships between relative attitude and corresponding antecedents and consequences as suggested by D...
TL;DR: In this paper, the authors investigate whether consumers perceive all products emanating from a particular country favourably simply because consumers associate favourable attributes with that country or whether this effect is specific to particular product categories.
Abstract: Purpose – Country‐of‐origin (COO) effects are concerned with buyers' opinions regarding the relative qualities of goods and services produced in various countries. It is the aim of this study to test a framework for investigating the match/mismatch between consumers' product category and country image perceptions. Specifically, the paper seeks to examine whether consumers perceive all products emanating from a particular country favourably simply because consumers associate favourable attributes with that country or whether this effect is specific to particular product categories.Design/methodology/approach – The study employed a structured survey administered through mall intercepts. Data were collected from a sample of 188 Australian consumers. While Australian consumers were the focal country of study, countries selected for evaluation included Japan, Korea, the USA, Canada, China and New Zealand. The products selected included beer, automobiles, watches, leather shoes and stereos.Findings – The findin...
TL;DR: In this paper, the authors reported an empirical study conducted in co-operation with a restaurant chain, where 9.880 Subway coupons were distributed under different experimental context conditions and the redemption behavior was analyzed with the help of logistic regressions.
Abstract: Purpose – In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaign's success.Design/methodology/approach – The paper reports an empirical study conducted in co‐operation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions.Findings – It was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem.Practical implications – When designing a coupon campaign for a company, coupon distributio...
TL;DR: In this article, the role of service branding and web site performances in a multi-channel retail context is examined by studying consumers who have on-going relationships with retailers, focusing on understanding perceptions of image congruency of the retail service brand across physical and electronic channels.
Abstract: Purpose – The paper aims to examine the role of service branding and web site performances in a multi‐channel retail context by studying consumers who have on‐going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand across physical and electronic channels, together with web site performance perceptions influencing web site attitudes. The effects of web site attitudes on behavioural loyalty are also investigated.Design/methodology/approach – Data were gathered via an online survey from 196 consumers and analysed using structural equation modelling via PLS analysis.Findings – The findings shed light on the importance of cross‐channel service brand management together with managing critical web site service interface capabilities in the retail environment to engender favourable web site attitudes and customer loyalty outcomes.Practical implications – Multi‐channel retailers should carefully consider the degree to which consumers perceive...
TL;DR: In this paper, the authors explored the extent to which the presence of fair trade coffee in cafes may help in strategic positioning and market differentiation and found that more knowledgeable customers care more for fair trade products and for cafe atmosphere, of which fair trade promotional material plays a part.
Abstract: Purpose – The presence of fair trade coffee in cafes may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for cafe customers.Design/methodology/approach – Customers were surveyed on their perceptions of cafe and coffee attributes including taste, price and store atmosphere. Respondents were analysed by knowledge of the concept of fair trade, and by frequency and place of purchase.Findings – The study finds that nearly half of respondents claimed moderate self‐assessed knowledge, although objective knowledge was lower. More knowledgeable customers cared more for fair trade products and for cafe atmosphere, of which fair trade promotional material plays a part. Customers stated they expected to pay more for fair trade coffee, although on average not as much as current margins require. When exposed to more information about fair trade, stated price premium support increased, but coffee taste expectations worsened.Practical implications –...
TL;DR: In this paper, age differences in attitudes toward and participation in electronic commerce were explored and chi-squared statistics were calculated to perform tests of independence on age, participation, and attitudes.
Abstract: Purpose – Given the increasing number of older individuals, exploration of age differences in attitudes toward and participation in electronic commerce is critical. This paper aims to address this issue.Design/methodology/approach – Data were collected on three age groups: 18 to 25, 50 to 69, and 70 and older. Descriptive statistics were explored and chi‐squared statistics were calculated to perform tests of independence on age, participation, and attitudes.Findings – Compared to younger respondents, those 50 and older showed greater concern about security issues and more frustration in their pursuit of product information. Respondents aged 50 to 69 made online purchases more often and were more likely to be big spenders than those 70 and older and those 18 to 25. Those 70 and older rarely made internet purchases but they did seek online information on products and services.Research limitations/implications – Further research is needed using larger sample sizes to allow exploration of differences in attit...
TL;DR: In this paper, a critical and integrative appraisal of emerging issues in consumer marketing is used to develop a framework for reviewing the relationship between demand-side and supply-side trends in the consumer landscape.
Abstract: Purpose – As one rewinds the clock to the early days of the twenty‐first century, it can be quite surprising to realise how much the consumer landscape has changed from what it is today. This paper aims to introduce the special issue and attempts to take stock of the last decade and reflect on the transformation of key areas of the changing marketplace and its impact on consumption.Design/methodology/approach – A critical and integrative appraisal of emerging issues in consumer marketing is used to develop a framework for reviewing the relationship between demand‐side and supply‐side trends in the consumer landscape.Findings – In reviewing major developments and trends of the last decade, the paper argues that the consumption landscape now operates in a rapidly changing environment that can be characterised as both turbulent and disruptive. These major shifts are emerging from the physical environment, technological innovation and the transformation of major markets. In all these scenarios, significant ev...
TL;DR: The authors investigated the role that particular linguistic devices play in communication and whether this process differs between children and adults, and found that preference for a particular brand name within a single product category is dependent on how the brand is described.
Abstract: Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has been shown to lead adults to prefer brand names whose phonetic attributes match product and/or brand features.Design/methodology/approach – Three experiments were undertaken to examine children's (six to 12 years of age) preference for phonetically manipulated brand names. Experiment 1 replicates findings in previous research showing that preference for a particular brand name within a single product category is dependent on how the brand is described. Experiment 2 extends this research across product categories that are expected to lead to differential brand name preference (based on product features). Finally, experiment 3 investigates the interaction between pure phonetic symbolism and semantic information.Findings –...
TL;DR: In this paper, the authors explore how consumer responses to logo redesign are contingent on brand commitment and self-construal and find that brand commitment negatively influences evaluation of inconsistent information, and this negative logo evaluation mediates the impact on brand attitude.
Abstract: Purpose – This research aims to explore how consumer responses to logo redesign (from angular to rounded) are contingent on brand commitment and self‐construal. The authors aim to explore two issues. First, what is the role of brand commitment on response to logo redesign and underlying brand attitude? Second, how does situational accessible self‐construal influence brand commitment in situations like this?Design/methodology/approach – This research uses two field experiments; one using the general public via mall intercepts and the second with undergraduate college students.Findings – In two studies the authors show that brand commitment negatively influences evaluation of inconsistent information (i.e. rounded logo), and this negative logo evaluation mediates the impact on brand attitude. They also find that motivated reasoning may be at play showing that when faced with inconsistent information brand commitment not only increases thought generation but, specifically, negative thoughts about the logo. S...
TL;DR: In this paper, the authors examined the effect of framing price promotion on consumers' purchase intentions and found that participants did not show more willingness to purchase products offered in sales promotions of discount when presented with a negative frame relative to their presentation in the conventional positive frame.
Abstract: Purpose – This paper aims to examine the effect of framing price promotion on consumers' purchase intentions. Retailers typically use the term “save” to present their price deal offers. However, prospect theory predicts that people will be more willing to waive the gain of a certain amount of money, but less willing to lose the same amount of money.Design/methodology/approach – Using an experimental design, 497 participants were randomly assigned to two groups that differed only in the framing manipulations of two vignettes: positive framing (“save if you purchase”) or negative framing (“lose if you don't purchase”).Findings – The prediction was not confirmed: participants did not show more willingness to purchase products offered in sales promotions of discount when presented with a negative frame relative to their presentation in the conventional positive frame.Research limitations/implications – Future research could confirm the predictions of prospect theory, indicating that methodological characteris...
TL;DR: In this paper, the authors examined the country of origin's impact on consumer purchase behavior post-acquisition, especially when the acquirer's dominant business is afflicted by a low country-of-origin image.
Abstract: Purpose – This study aims to examine the country‐of‐origin's impact on consumer purchase behavior post‐acquisition, especially when the acquirer‐dominant business is afflicted by a low country‐of‐origin image and the acquired business enjoys a high country‐of‐origin image. This study also aims to examine brand redeployment strategy impacts on consumer purchase intentions.Design/methodology/approach – Data are collected from an online questionnaire in Taiwan. A total of 325 usable questionnaires are returned. Data analysis is conducted using regress analysis and ANOVA.Findings – These results indicate that general country attributes and general product attributes have a positive effect on purchase intentions. In addition, general product attributes play a mediating role between general country attributes and purchase intentions. These results further show that target‐dominant redeployment strategy is the most powerful to purchase intentions. A company which wants to use M&A to increase market share must se...
TL;DR: In this paper, the authors identified three distinct types of binge drinking: initiation, indulgence and moderation, and discussed how each type of drinking can be distinguished through different attitudes and drinking behaviours.
Abstract: Purpose – The proportion of young people binge drinking continues to grow despite extensive research efforts aiming to reverse this growing trend. Binge drinking has typically been viewed as the consumption of five or more standard drinks or units in a single drinking session. Research on binge drinking is US centric and largely quantitative. This paper, using qualitative methods, aims to gain richer insights into binge drinking.Design/methodology/approach – Seven focus groups involving 36 participants were conducted in Poland and Canada. Focus group data were transcribed and analysed.Findings – Three distinct types of binge drinking were identified. The authors termed these initiation, indulgence and moderation. The paper details how each type of binge drinking can be distinguished through different attitudes and drinking behaviours.Research limitations/implications – Any observations made in this paper are restricted by the sample used and the methodology employed, and therefore cannot be uncritically g...
TL;DR: In this article, the authors investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products, by measuring consumer ethnocentrism, a general attitude, and country-specific attitudes toward three product categories (cars, radios, and pens) with American brand associations.
Abstract: Purpose – Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers' evaluations of, and intentions to buy, foreign products.Design/methodology/approach – With a sample of 571 Thai consumers, this study measures consumer ethnocentrism (CET), a general attitude, and country‐specific attitudes toward three product categories (cars, radios, and pens) with American brand associations.Findings – Thai consumers' evaluations of US products vary at different levels of consumer ethnocentrism and country‐specific attitudes.Research limitations/implications – Although it extends existing research into a less developed country setting, this study still relies on data from a single country.Practical implications – Managers of both local and foreign brands can make use of these findings to position their of...
TL;DR: In this paper, the authors examined consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi-cultural environments, the UAE.
Abstract: Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as “consummatory” in accord with Holbrook.Design/methodology/approach – The data were collected through 20 interviews with UAE residents. This included men and women, ages ranging from 20s to 60s, representing 11 countries from five continents. Broadly a hermeneutic approach was followed in eliciting how culturally plural consumption behaviors emerged and interpreting how the process unfolded. The study examined multicultural habits pertaining to products or services chosen by the respondents. These covered food, cuisine, books, beverages, music, dance, clothes, TV and health treatments among others.Findings – Patterns of consumption acts create a consumption behavior that may be described as extemporaneous, expedient and emergent. Th...
TL;DR: The results suggest that the single most important health benefit influencing purchase intentions is high nutritional value, which can be used to help food marketers offer and promo...
Abstract: Purpose – The purpose of this research is to investigate the relative importance to consumers of different health benefits of food.Design/methodology/approach – This study uses conjoint analysis to investigate the relative importance of five health benefits to consumers in their intention to buy a food.Findings – The results suggest that the single most important health benefit influencing purchase intentions is high nutritional value. If two health benefits are to be promoted, for the total sample the most effective combination would be high nutritional value and the potential to reduce cancer, followed by high nutritional value and proven to reduce the risk of heart disease. However, for those respondents with less than a college education, the most effective combination would be high nutritional value and the potential to reduce arthritis.Research limitations/implications – The sample size is small – 238 respondents.Practical implications – The results can be used to help food marketers offer and promo...