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Showing papers in "Journal of Consumer Marketing in 2012"


Journal ArticleDOI
TL;DR: In this paper, a study was conducted to understand the behavior of ecological consumers and their intention to purchase organic food, and the results indicated that health, availability and education from demographic factors positively influence the consumer's attitude towards buying organic food.
Abstract: Purpose – The main objective of this study is to understand the behavior of ecological consumers and their intention to purchase organic food. The study aims to determine the factors influencing consumer behavior towards organic food. Design/methodology/approach – The method used for the data collection was a face‐to‐face interview, using a structured questionnaire, with closed‐ended questions. In total, 463 respondents participated in the survey. It was decided to use various multivariate analyses like multiple regressions, factor analysis and cluster analysis with large sample size. Findings – The results indicate that health, availability and education from demographic factors positively influence the consumer's attitude towards buying organic food. Overall satisfaction of consumers for organic food is more than inorganic food but the satisfaction level varies due to different factors. Practical implications – This study suggests that retailers can develop effective marketing program and strategies to influence consumers positively. They can emphasize the health benefits and quality of organic food. They can make these products easily available to attract consumers to buy organic food. Originality/value – This study provides valuable insight into consumer behavior regarding organic food by examining the factors that influence consumers' intention to purchase organic food, within the Indian context. The lessons can also be replicated in other countries for marketing organic foods.

363 citations


Journal ArticleDOI
TL;DR: In this article, an enhanced sense of concern related to global climate change and increasing media coverage attributed to this issue has led to an increase in number of consumers actively seeking out and adopting energy-efficient products.
Abstract: An enhanced sense of concern related to global climate change and increasing media coverage attributed to this issue has led to an increase in number of consumers actively seeking out and adopting energy-efficient products. Moreover, research indicates that the increasing environmental concern and a greater emphasis on global sustainability issues have been important priorities of global organizations such as the OECD and the UN. Several prior studies have also found, however, that environmentally-conscious people do not show a consistent preference for purchasing environmentally-friendly products or in many cases are not willing to pay a premium for such products.

274 citations


Journal ArticleDOI
TL;DR: In this paper, the authors compared the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials) with an email sample of 220 adults living in the southeast USA.
Abstract: Purpose – This paper aims to compare the levels of status consumption for Baby Boomers, Generation X, and Generation Y (Millennials).Design/methodology/approach – With an email sample of 220 adult consumers living in the southeast USA, this study measures status consumption, generational cohort, and demographics.Findings – The study finds significant differences in the level of status consumption by generational cohort. The average level of status consumption was highest for Generation Y, followed by Generation X and then Baby Boomers. In looking at the significance of these differences between individual cohorts, there was a significant difference between Generation Y and Baby Boomers. This suggests that while there are differences in the level of status consumption by generation, this difference is only significant between Generation Y and Baby Boomers. This paper then examines if this relationship between generational cohort and status consumption is impacted by demographic variables, such as gender, i...

240 citations


Journal ArticleDOI
TL;DR: In this article, a comparison between the patterns of brand loyalty of five consumer groups, including three groups of Millennials and two groups of Generation X consumers, is presented. But the study takes into account several market-related situations, considering three types of products and two types of services, and investigates also the differences between the customer loyalty profile in two European Union countries with a different level of economic development.
Abstract: Purpose – This article aims to provide a comparison between the patterns of brand loyalty of five consumer groups – three groups of Millennials and two groups of Generation X consumers. To avoid reductionist generalizations, the study takes into account several market‐related situations – considering three types of products and two types of services, and investigates also the differences between the customer loyalty profile in two European Union countries with a different level of economic development: France and Romania.Design/methodology/approach – Data were collected and analyzed in three main phases: first, secondary data have been analyzed to identify and formulate the research framework; second, a series of focus groups have been conducted with French and Romanian consumers; and third, 500 questionnaires have been applied in each of the two investigated countries.Findings – The findings demonstrate the significant effect of the life‐stage model, the Millennials and Generation X consumers included in...

238 citations


Journal ArticleDOI
TL;DR: In this article, a study was conducted to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior, and the results indicated that Millennials have a definite preference for certain forms of online advertising.
Abstract: Purpose – The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.Design/methodology/approach – Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.Findings – Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.Practical implications – By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendat...

178 citations


Journal ArticleDOI
TL;DR: This paper measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method and found that respondents expressing a high intention to purchase environ...
Abstract: Purpose – Marketing managers routinely use purchase intentions data to make strategic decisions concerning both new and existing products and the marketing programs that support them. Yet, the indication from empirical investigations regarding the link between respondents' stated intentions and their actual behavior is not as clear. Predicting which consumer will purchase an environmentally friendly product, the research remains split, particularly when it comes to perceived “trade‐offs” between the environmental benefits, quality, and cost. In this regard, previous research has fallen short in examining consumers' actual purchase behavior versus self‐reported purchase intentions. This paper seeks to address these issues.Design/methodology/approach – This study measured consumer psychographics and expressed purchase intention to predict actual purchase behavior using an online survey and the Vickrey auction method.Findings – The results show that respondents expressing a high intention to purchase environ...

157 citations


Journal ArticleDOI
TL;DR: In this paper, the authors investigate the use of social media as a new investigative tool in marketing research and investigate the major new social media based market research techniques as well as their strengths and weaknesses.
Abstract: Purpose – The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research.Design/methodology/approach – The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis.Findings – The market research profession has been affected by developments in social media. First, some of the traditional research methods suffer from changes in consumer communication patterns. As social media supplant communication methods such as telephony and even email, researchers have diminished capacity to reach consumer subjects. As a result, the social media have spawned a number of research techniques that overcome the problems that have started to affect the old techniques.Research limitations/implications – The article reviews the state of market research and its efforts to remain effective. The major new social media based market research techniques are described as well as their strengths and weaknesses. One limi...

152 citations


Journal ArticleDOI
TL;DR: In this article, the authors used an ethnographic approach to study 15 Mexican families from four urban regions of Mexico with different incomes and found that green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values.
Abstract: Purpose – The purpose of this research is to contribute to a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of emerging economies. Based on the findings, it aims to provide implications for marketers and policy making.Design/methodology/approach – Based on an ethnographic approach, in‐depth interviews and observational data were used to study 15 Mexican families from four urban regions of Mexico with different incomes. Thematic analysis was used to develop and validate themes and codes.Findings – The findings highlight three dominant themes related to uncertainty in the adoption of environmentally‐friendly behaviors: consumer confusion, trust and credibility, and compatibility. Overall, green behaviors seem to be ingrained in the traditional heritage of savings and frugality rather than based on strong environmental values. It is suggested that the factors that drive consumers from positive attitudes and intentions to the actual adoption of green behavi...

149 citations


Journal ArticleDOI
TL;DR: Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment, however, they are less likely to purchase online compared to their older counterparts.
Abstract: Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior.Design/methodology/approach – A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models.Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts.Research limitations/implications – Models provide evidence that both supports and extends p...

143 citations


Journal ArticleDOI
TL;DR: In this paper, an empirical study was conducted using a developed research model that hypothesized the effects of selected variables on information seeking behavior at social network online communities and found that commitment will be developed when the individuals are psychologica...
Abstract: Purpose – This study aims to understand how social network online communities affect information seeking behavior and decision making for apparel shopping.Design/methodology/approach – An empirical study was conducted using a developed research model that hypothesized the effects of selected variables on information seeking behavior at social network online communities. The analyzed data were 186 samples collected from female college students who had more than three months of experience at a social network online community.Findings – The results confirmed the positive relationship between commitment to a social network online community and information seeking behavior at the community. This relationship was expected to be moderated by individuals' sensitivity to group conformity. A visual inspection of the plot suggested a meaningful implication, but no significant statistical results were identified in a following test. Results also found commitment will be developed when the individuals are psychologica...

138 citations


Journal ArticleDOI
TL;DR: In this article, a large-scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials: the Net Generation, the Digital Generation, and digital natives.
Abstract: Purpose – Millennials, the Net Generation, and digital natives all represent the same, fervently discussed phenomenon, especially in the education sciences. As the terms suggest, the main idea behind this phenomenon is that the younger generation embraces new media far more comprehensively than the older generations. However, the literature is mostly based on anecdotal evidence. To date, surprisingly little empirical research exists on the media use of the “Internet Generation”. In this paper, the authors aim to partially close this gap. In doing so, they focus especially on the use of social media.Design/methodology/approach – Active media use is a key element of social software and Web 2.0 and has the potential to affect the media industry on a fundamental level. Using a large‐scale empirical study with over 800 participants, the authors identify three different subgroups of Millennials.Findings – The results indicate that, although participation in and identification with social media is generally high...

Journal ArticleDOI
TL;DR: In this article, a cluster analysis was conducted among 276 French interviewees based on their current recycling behavior, anticipated guilt, environmental concern, awareness of negative consequences and beliefs about facilitating conditions in their community of residence.
Abstract: Purpose – So far, few studies dealing with the determinants of pro‐environmental behavior have examined the impact of emotional variables. This research aims to extend previous work on the role of affective motivations underlying ecological behavior by exploring the influence of anticipated guilt on recycling.Design/methodology/approach – A cluster analysis was conducted among 276 French interviewees based on their current recycling behavior, anticipated guilt, environmental concern, awareness of negative consequences and beliefs about facilitating conditions in their community of residence. In order to confirm assumptions related to the suggested typology, further quantitative tests were performed.Findings – Three profiles were identified. Results suggest that environmental concern and awareness of the negative consequences associated with the increase of waste volume are not sufficient conditions to stimulate diligent recycling efforts. Anticipated guilt appears to influence behavior more directly and t...

Journal ArticleDOI
TL;DR: In this paper, the effect of brand-cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers was evaluated by a survey with 196 Japanese subjects.
Abstract: – This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying intention as perceived by Japanese consumers. Second, the study aims to evaluate the moderating role of gender and participation in philanthropic activities on the impact of cause‐related marketing (CrM) programs in Japan., – An experimental design was used with 196 Japanese subjects completing a survey online., – A high brand‐cause fit was found to elicit more positive attitudes toward the CrM program than campaign duration. Japanese female respondents were showing more favorable attitudes than men, confirming results in previous research studies conducted in the West. Previous participation in philanthropic activities was also found to increase positive attitudes especially when brand‐cause fit and duration were high., – The experiment relied on fictitious advertising materials. Many respondents were students from the greater Tokyo area. This may make it difficult to generalize findings to a broader population., – Results show that CrM campaigns in Japan are viewed more positively when consumers perceive a good match between the brand and the cause. Japanese marketers targeting women and consumers with philanthropic experience are likely to benefit by supporting matching social causes., – This paper is the first to contribute to better understanding of the impact of CrM in Japan. It does confirm the gender effect previously observed in western countries.

Journal ArticleDOI
TL;DR: In this article, the authors argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP.
Abstract: Purpose – The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP.Design/methodology/approach – A mixture of qualitative data collection methods was used comprising multiple case studies using in‐depth, one‐to‐one interviews and ethnographic observations.Findings – Key findings include the identification of social networks as an intervening variable for firms to consider when implementing the marketing mix at the BOP and the need for continuous consultative interaction between firms and customers which is facilitated by social networks.Research limitations/implications – Firms in the sample used for research were confined to those in the fast‐moving consumer goods (FMCG) sector. The research was also restricted to Zimbabwe. Generalisation could be enhanced by using a larger sample of firms drawn from different pro...

Journal ArticleDOI
TL;DR: In this paper, the authors examined how variables related to lifestyle and ethnocentrism influence Chinese consumers' attitudes and intentions towards the purchase of domestic and imported fresh fruit and found that consumers' propensity to adopt risk takers and traditionalists played an important role in shaping their purchase attitudes towards domestic fresh fruit.
Abstract: Purpose – The purpose of this paper is to examine how variables related to lifestyle and ethnocentrism influence Chinese consumers' attitudes and intentions towards the purchase of domestic and imported fresh fruit.Design/methodology/approach – A survey instrument was developed using established scales and focus groups. Data were collected in the city of Wuhan through structured intercept interviews with consumers at major supermarkets and fruit stores. Structural equation modelling was used to analyse the data.Findings – Chinese consumers' purchase intention of imported fresh fruit is influenced by lifestyle groups, namely risk takers and traditionalists. Also consumers' ethnocentrism tendencies play an important role in shaping their purchase attitudes towards domestic fresh fruit.Research limitations/implications – Although the research investigated both the sensory and non‐sensory purchase attributes of fruits, it failed to shed light on the intended use of imported fruits, e.g. for gifts, self consum...

Journal ArticleDOI
TL;DR: This paper examined how event-induced outcomes impact consumption attitudes and buying behavior by surveying victims at distinct intervals following Hurricane Katrina, the largest natural disaster in US history, using van Gennep's liminal transitions framework and Belk's conceptualization of possessions and sense of self.
Abstract: Purpose – This study seeks to examine how event‐induced outcomes impact consumption attitudes and buying behavior by surveying victims at distinct intervals following Hurricane Katrina, the largest natural disaster in US history.Design/methodology/approach – Using van Gennep's liminal transitions framework and Belk's conceptualization of possessions and sense of self, the authors present findings from three studies: depth interviews of 21 victims conducted eight weeks after the storm; an online study of 427 victims that was conducted eight months following the storm; and a follow‐up online study of 176 victims that took place three years after the first online survey.Findings – The results suggest that when significant life transitions occur, consumption behavior helps to facilitate the process and serves as a marker for each stage.Research limitations/implications – Because many of the US Gulf Coast region's residents still struggle to cope with the devastation wrought by the storm, the situation offers ...


Journal ArticleDOI
TL;DR: In this article, the authors provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam).
Abstract: Purpose – The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (Aam).Design/methodology/approach – The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.Findings – Aam can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.Practical implications – The paper discusses factors for effectively using commercial music to affect Aam, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ...

Journal ArticleDOI
TL;DR: The authors developed a behaviorally based definition of locavores, i.e. a segment of a population that purchases locally grown produce, and compared the locavore segment with non-locavore segments to estimate the impact of local production over organic production.
Abstract: – This research aims to develop a behaviorally based definition of “locavores”, i.e. a segment of a population that purchases locally grown produce. It describes the locavore segment on a set of attributes representative of those typically used for market segmentation and contrasts the locavore segment with a non‐locavore segment to estimate the impact value of local production over organic production. This paper operationalizes the concept in terms of reported buying behavior for fresh produce. A questionnaire administered to adult primary household food shoppers and residents of a US state included attribute, trial and usage (AT&U) questions focusing on a specific target product, i.e. apples. The paper profiles the segment in terms of marketing relevant criteria and discusses implications of the segment for the marketing of fresh produce., – A quantitative online survey of 1,218 Pennsylvania residents was conducted. The survey included a conjoint experiment where respondents rated their preference for various apples consisting of different levels of key apple characteristics, including physical apple attributes (sweetness, blemishes, size, crispness), credence attributes (conventional versus organic production method, local origin versus product of USA versus imported) and purchase price when buying apples. The data were used to quantify how much consumers are willing to give up in terms of product appearance, price, value of locally produced or other variables. Traditional attribute, trial and usage data were also collected., – The key finding was that the attribute “local” was significantly more impactful in changing preference for apples than “organic”. It was also found that there were three segments of apple consumers: those that most valued the quality of the apple, a second that was most interested in price, and a third most interested in the health and/or life style attributes such as local and organic attributes. Large differences were found between locavores and non‐locavores on marketing relevant criteria, such as price sensitivity, outlet preferences, and media characteristics., – The major limitation was the use of only Pennsylvania residents in the study and produce other than apples might have been used as well. Additionally it would have been more effective if the actual apples could have been available to taste and inspect. A valuable finding is that there is a local segment that values and is willing to pay for a locally produced product. However, that is the smallest segment and must be carefully targeted as most consumers are interested in either taste or price., – USA food retailers that use local supply can tell their customers “that purchasing from local farmers helps the economy in the communities we serve. Local produce can be delivered to your store very quickly and faster shipping means even fresher produce for you. Items can be picked and packed at a more mature stage. This can really bring out the taste of the product. Eating locally grown food also means less fossil fuel burned in preparation and transport – and less energy needed to refrigerate during transportation”. Farmers may wish to promote their local crops and not spend the additional money on organic farming., – The article appears to be the first research paper to tease apart the impact of local from organic via a conjoint analysis.

Journal ArticleDOI
TL;DR: In this article, a sample survey of consumers' brand evaluations has been collected and factor and regression analyses have been employed to evaluate consumers' perceptions and purchase behaviours of soccer teams in the USA.
Abstract: Purpose – Brand management is a central issue for the sports industry in general, and professional football clubs (usually called soccer teams in the USA) are the archetypal branded sport in that industry; the brand is their most important asset. Match attendance equates with financial return; patently it is a preoccupation of senior management. Metrics of brand performance need be up to date, and include contemporary issues such as corporate social responsibility (CSR) as a reflection of consumer expectations. This paper aims to address these issues.Design/methodology/approach – The methodology aims to evaluate consumers' perceptions and purchase behaviours. A sample survey of consumers' brand evaluations has been collected and factor and regression analyses have been employed.Findings – Recent models based on Keller's conceptual approach have not emphasized the evolution of societal concerns. Brand management in the football industry has to change to meet customer expectations better.Practical implicati...

Journal ArticleDOI
TL;DR: In this article, a two-stage study of seafood consumption in Australia was conducted comprising ten focus groups across six states and a national online consumer survey (n=1,815).
Abstract: Purpose – This paper aims to explore the drivers and barriers to seafood consumption in Australia and to investigate attitudes toward pre‐packaged fresh chilled seafood products.Design/methodology/approach – A two‐stage study of seafood consumption in Australia was conducted comprising ten focus groups across six states (n=60) and a national online consumer survey (n=1,815).Findings – The main drivers for seafood consumption in Australia are health, taste, convenience, and a desire for diet variety. The main barriers to seafood consumption are price, concerns regarding origin, concerns about freshness, difficulty in evaluating seafood quality, and not liking the taste or texture of fish. The main appeals of pre‐packaged fresh chilled seafood products are convenience and ease of preparation, while barriers include price and concerns about origin and freshness.Research limitations/implications – The survey focussed on the main or joint grocery buyers in households and thus may not be representative of the e...

Journal ArticleDOI
TL;DR: In this article, the authors argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro-environmental constraints.
Abstract: Purpose – This paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by contextual macro‐environmental constraints. Because established perceptions of family purchase decision making are primarily drawn from western markets, this Zimbabwean study aims to provide a contrasting perspective.Design/methodology/approach – Qualitative data collection methods comprising in‐depth, one‐to‐one consumer interviews, focus groups, ethnographic observations and cases studies were used to conduct the research.Findings – Key findings include the identification of changing and multiple family buying models, which are influenced by the constraints consumers face at the BOP, as well as the distinct roles of children, which differ from those common in developed western countries.Research limitations/implications – The sample used for consumer interviews is small and confining the focus to the food and personal hygi...

Journal ArticleDOI
TL;DR: In this paper, a methodological approach to understand key influencers of Millennials and other generational cohorts is proposed. But, the approach is limited to identifying adults' implicit consumer preferences based on their early childhood cultural experiences.
Abstract: Purpose – The purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults' implicit consumer preferences based on their early childhood cultural experiences.Design/methodology/approach – This paper draws from research in the area of generational studies, implicit psychological processing, and consumer preferences to propose a method of identifying and confirming key influencers of generational cohorts' implicit preferences.Findings – A more complete understanding of Millennials and other generational cohorts can be gleaned by complementing current methodological approaches with the one proposed in this paper.Research limitations/implications – As preliminary research has just begun using this model, additional research is needed to confirm the theoretical work and association between early childhood influencers and actual purchasing behaviors.Practical implications – The identification of early...

Journal ArticleDOI
TL;DR: In this paper, a self-complete questionnaire was administered to a work status-based quota sample of 300 senior consumers (retired people aged 50−76) to identify the profiles of current senior travelers using accurate segmentation criteria based on ageing and behavioral tourism variables.
Abstract: Purpose – The purpose of this study is to identify the profiles of current senior travelers using accurate segmentation criteria based on ageing and behavioral tourism variables, shown to be useful in gerontology, marketing and tourism marketing literature.Design/methodology/approach – A self‐complete questionnaire was administered to a work status‐based quota sample of 300 senior consumers (retired people aged 50‐76). Using behavioral variables, cluster analysis was performed. The clusters were then profiled using a discriminant analysis, involving demographic, ageing, and also some behavioral variables not included in the initial analysis. Finally, the current tourism offers were studied, considering the segments characteristics revealed.Findings – Four distinct segments have been identified. Each segment differs considerably from one another on a set of variables, including consumer behaviors variables.Research implications – This paper fills a research gap, outlined by several previous researchers in ...

Journal ArticleDOI
TL;DR: In this paper, the authors explored factors influencing consumers' perceived prices for multinational products and found that consumers' income level was important for higher pricing of apparel made in the USA of US cotton, while familiarity with COO labeling laws negatively affected perceived prices when apparel was made in China.
Abstract: Purpose – In response to the popularity of multinational products with limited information on countries of origins, this study aims to explore factors influencing consumers' perceived prices for multinational products.Design/methodological approach – The study performed a 2 (COP)×2 (COM) within‐subjects randomized experimental research, using the USA and China as the countries of parts (COP) and the countries of manufacturing (COM) for cotton apparel. A total of 77 US consumers participated. Hierarchical multiple regression analyses were performed.Findings – Consumers' income level was important for perceived prices on apparel products made in the USA and/or of US cotton. Expertise was also important for higher pricing of apparel made in the USA of US cotton, while familiarity with COO labeling laws negatively affected perceived prices when apparel was made in China. Perceived sustainability had the largest impact on consumers' perceived prices for apparel made in the USA of Chinese cotton.Research limita...

Journal ArticleDOI
TL;DR: In this article, the authors extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products.
Abstract: Purpose – This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products.Design/methodology/approach – Empirical data were collected from a sample (n=225) of Taiwanese consumers. The data analysis used bivariate correlations, repeated general linear modeling, and structural equation modeling.Findings – Cultural similarity between consumers' home country (region) and a foreign product's country of origin has: a positive impact on consumers' product evaluation and willingness to buy foreign products; a weakening effect on the negative impact of war and economic animosity on willingness to buy foreign products; and a weakening effect on the negative impact of consumer ethnocentrism on their willingness to buy foreign products.Originality/value – This study not only enriches the animosity model of foreign product purchase, but also offers additional insigh...

Journal ArticleDOI
TL;DR: In this article, the conceptual and empirical linkages between segmentation bases and brand positioning strategies were examined in the context of discussing practical implications for firms operating in increasingly globalizing markets, and two studies reported that a combined use of macro and micro-bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands.
Abstract: Purpose – This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical implications for firms operating in increasingly globalizing markets.Design/methodology/approach – This paper empirically examines an inventory of market segmentation factors in relation to four global strategic positioning decision options.Findings – The two studies reported suggest that a combined use of macro and micro‐bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro‐bases to segment.Practical implications – The conceptual and empirical findings reported in this paper pave the way for embarking on promising and relevant future research that is needed to substantiate and enrich the academic understanding and managerial practice of segmentation and strategic brand positioning decisions ...

Journal ArticleDOI
TL;DR: In this article, the authors examined the antecedents of online loyalty and disloyalty in search engine usage by young Millennials and found that the main predictors of brand loyalty are the emotional link that users develop with the search engine, the attitude towards said engine, and in particular the perceived quality of results.
Abstract: Purpose – The purpose of this paper is to examine the antecedents of online loyalty and disloyalty in search engine usage by young Millennials.Design/methodology/approach – Data were collected from 495 pupils between the ages of 14 to 17 years old.Findings – The attitude towards computers is not influencing brand loyalty. The main predictors of brand loyalty are the emotional link that users develop with the search engine, the attitude towards said engine, and in particular the perceived quality of results. The best predictors of disloyalty are the level of two‐way communication, the lack of satisfaction as well as the involvement of the user with computers, while the actual perceived characteristics of the search engine are not predicting disloyalty.Research limitations/implications – Since the data were collected from one school in the UK only, the teenage internet users in the study's sample are likely to come from families with a similar profile. For further research a sample drawn from other areas, t...

Journal ArticleDOI
TL;DR: In this paper, the impact of consumer animosity on consumers' product choice was examined and the link between consumers' choice of products from high versus low animosity countries at different price levels was explored.
Abstract: Purpose – This study aims to examine animosity's role in determining consumers' product choices Considerable research attention has been devoted to studying the relationship between animosity and consumers' willingness to buy foreign products Few studies, however, have considered that individual consumers may harbor varying degrees of animosity toward different countries, thus, differentially affecting their willingness to buy products from these countries The within‐subject comparison of the present study seeks to provide a clearer and cleaner approach to examining the impact of animosity on consumers' preferences for foreign products Extending this line of inquiry, it also aims to explore the link between consumers' choice of products from high versus low animosity countries at different price levelsDesign/methodology/approach – Two studies were conducted to examine the impact of consumer animosity on product choice Study 1 contains a survey study, and Study 2 is a full factorial conjoint analysis

Journal ArticleDOI
TL;DR: In this paper, the authors explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness, and understand the joint impact of Chinese consumers' self-and gender consciousness on their ensuing brand perceptions.
Abstract: Purpose – The unprecedented increase in brand development among one of the fastest‐growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the psychological factors that were largely stereotyped to be collective and homogeneous. Grounded in self‐congruity theory, the primary purpose of this study is to understand the joint impact of Chinese consumers' self‐ and gender consciousness on their ensuing brand perceptions. This study aims to critically explore the process that underlies the aforementioned relationships with consumers' need for uniqueness and brand consciousness.Design/methodology/approach – An online survey using consumer panel data was conducted in three “tier‐one” cities in the People's Republic of China. The focus on these cities coincided with the competitive density of retail brands, and resulted in 302 respondents in the population of interest. The data were analysed using structural equation modelling (SEM).Findings – Self‐ and gender conscio...