Showing papers in "Journal of Consumer Marketing in 2020"
TL;DR: In this article, a qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers, to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages.
Abstract: This paper aims to investigate customers' motives to engage with electronic word of mouth (eWOM), as well as the effect of eWOM on customer behavior, both at the purchase and post-purchase stages,A qualitative approach was adopted, consisting of 30 semi-structured interviews with Thai consumers Thematic analysis was used to analyze the data,Information validation, product evaluation, purchase and post-purchase validation are key motives for consumers to search for eWOM Furthermore, eWOM quantity, eWOM credibility and attitudes toward eWOM play a critical role in evaluation of information usefulness and adoption Moreover, five different types of shoppers were identified according to their purchase behavior after adapting eWOM: prompt shoppers, in-store shoppers, promotion shoppers, conservative shoppers and remedy shoppers,While the implications of the adoption of eWOM have been explored in previous research, there is limited understanding in terms of the impacts of eWOM on the customer journey This study addresses this research gap by investigating not only customers' motives to engage with eWOM but also its effect on their behavior at the purchase and post-purchase stages
53 citations
TL;DR: In this paper, a framework of antecedents and outcomes of parasocial interactions with celebrities on social media was proposed, and the authors collected 270 usable responses, and data were analyzed using partial least square structural equation modeling.
Abstract: As celebrity endorsements have extended from traditional media to social media, the role of celebrities has been amplified and celebrities have been able to establish unprecedentedly close relationships through interacting with consumers. This study, grounded in the theory of parasocial interactions and celebrity endorsement, aims to propose a framework of antecedents and outcomes of parasocial interactions with celebrities on social media.,Using an experimental survey-based approach, this study collected 270 usable responses, and data were analyzed using partial least square structural equation modeling.,The study found that parasocial interactions fully mediate the relationship between social media interaction and celebrity attachment, celebrity attachment influences purchase intention directly and indirectly through both cognitive (brand credibility) and affective (brand attractiveness) elements, the need to belong moderates the relationship between social media interaction and parasocial interactions and the need to belong moderates the relationship between celebrity attachment and brand attractiveness. An exploratory analysis uncovers whether different types of social platforms may be more conducive to establishing parasocial interactions.,This study explores the mechanisms by which celebrity interactions on social media can impact the brands they endorse and the role that parasocial interactions and the need to belong play in these interactions and outcomes.
50 citations
TL;DR: In this article, the authors investigate consumers' response to authenticity claims in the competition of local and global food brands, and find that authenticity perceptions lead to higher brand value independent of brand globalness.
Abstract: This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands.,The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands.,Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image.,This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.
30 citations
TL;DR: In this paper, the authors examined the role of consumers' mindsets in online shopping cart abandonment and found that consumers who have an abstract (as opposed to concrete) mindset when shopping online rate the products they include in their shopping carts to be more important, and consequently are more likely to purchase them.
Abstract: While the popularity of online shopping has increased in recent years, surprisingly little research has examined the factors affecting consumers’ behavior in this context. Furthermore, though a widespread problem for companies, the phenomenon of online shopping cart abandonment has garnered even less attention. The purpose of this study is to examine the role of consumers’ mindsets in online shopping cart abandonment.,Three experimental studies were conducted to examine the effect of consumer mindsets (i.e. abstract vs concrete) on purchase intentions.,Results indicate that consumers who have an abstract (as opposed to concrete) mindset when shopping online rate the products they include in their shopping carts to be more important, and consequently are more likely to purchase them, reducing shopping cart abandonment.,The findings suggest that online retailers can reduce shopping cart abandonment by implementing strategies that allow consumers to think abstractly.,This research contributes to the literature by identifying an important underlying mechanism affecting online shopping cart abandonment.
23 citations
TL;DR: In this article, the authors introduce entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers, and provide a conceptual framework where key factors related to the acceptance and adoption of insects and insects based foods are identified.
Abstract: The purpose of this paper introduces entomophagy as an alternative food consumption (AFC) capable of contributing to food well-being (FWB) among Western consumers. Specifically, it provides a conceptual framework where key factors related to the acceptance and adoption of insects and insects based foods are identified. This paper takes a sociocultural, symbolic and contextual perspective to offer marketers and public policymakers a set of recommendations to promote entomophagy as a sustainable and healthy food practice to help consumers achieve their FWB.,In this paper, first, the authors review the literature on entomophagy from its rise to establishment in different food cultures by considering two main perspectives as follows: historical and sociocultural. Second, the authors review the salience of entomophagy as an important AFC capable of addressing sustainability and food health issues. Finally, the authors propose a framework in which the authors define key factors related to the acceptance and adoption of an insects-based diet in Western food cultures. The identification of these factors will help marketing and public policymakers to set up educational programs and strategies to promote entomophagy as a sustainable and healthy food practice within different Western food cultures, and thus, help consumers to achieve their FWB.,To identify the key factors influencing the acceptance of entomophagy as AFC, this paper provides a summary of the core motivators characterizing the acceptance and adoption of insects and insect-based foods in Western food cultures. Specifically, the authors identify the key factors influencing the acceptance of entomophagy as food consumption in Western food cultures and based on the extant literature by Batat et al. (2017) the authors provide an entomophagy framework that includes both idiocentric and allocentric factors considering the adoption of insects and insect-based foods in Western food cultures. Table I provides a summary.,The authors believe entomophagy has the potential to generate societal benefits, as its appeal at the social (hunger in the world), environmental (reducing meat consumption and its impact on ecology) and health (less calories and nutritive food) level.,The research contributes to creating new knowledge that simulates debate among public policy and marketing scholars about entomophagy as a novel food in Western food cultures. The focus on key factors related to its acceptance and adoption of Western food cultures calls for empirical evidence to be tested in the marketplace using possibly different insect categories and other novel foods. Further, the framework should stimulate thinking about ways the authors can change consumers’ negative perceptions of disgusting food. Marketers and policymakers can achieve it by making their practices more efficient in terms of promoting sustainable AFC, as well as with efficient policy initiatives focused on supporting AFC, including the regulation of insect introduction.
23 citations
TL;DR: In this article, a cognitive and emotional factors contributing to green customer citizenship behaviours, as mediated by green attitudes in general and moderated by culture, are investigated. But, the results of the study were limited to the USA and South Korea, and the results showed that green attitudes only predict advocacy in the USA culture moderates the majority of the indirect effects examined.
Abstract: This study aims to provide novel insight into cognitive and emotional factors contributing to green customer citizenship behaviours, as mediated by green attitudes in general and moderated by culture,The investigation was guided by the “value attitude behaviour hierarchy” and green customer emotions, which served as a framework for understanding the mediating effect of attitude on the relationships between cognitive and emotional factors (green consumption values and emotional affinity towards nature) and customer citizenship advocacy and feedback behaviours Data was obtained from respondents in the USA and South Korea Multi-group confirmatory factor analysis, structural equation modelling, bootstrapping and Wald tests were performed to conclude on the model and verify the moderating effect of culture on the indirect effects established,In both countries, green consumption values and emotional affinity towards nature positively influence green attitudes and stimulate feedback behaviour Green attitudes only predict advocacy in the USA Culture moderates the majority of the indirect effects examined,The model presents a novel approach to stimulate green advocacy and feedback behaviours and may aid firms in closing the “green gap” and co-create value with customers Firms could profit from customers advocating the benefits of green purchasing to other customers and providing feedback on interventions required that will convince reluctant customers to make a purchase,This study offers a multicultural perspective on the connection between a novel set of cognitive and emotional factors and green customer citizenship advocacy and feedback behaviours that may directly and indirectly influence green purchasing, value co-creation and closing of the “green gap”
22 citations
TL;DR: In this article, the authors examined the effect of psychological ownership on consumer happiness and found that consumers feel happier when they have a higher psychological ownership over an item after consumption and that consumers anticipate greater happiness from a product before consumption due to increased psychological ownership through customization.
Abstract: This paper aims to examine the effect of psychological ownership on consumer happiness, which is mediated through basic psychological needs satisfaction.,Data were collected by means of two online experiments. Study 1 tested and validated the hypotheses by examining post-consumption on a sample of 252 college students. Study 2 investigated the impact of psychological ownership in a pre-consumption scenario.,The results show that consumers feel happier when they have a higher psychological ownership over an item after consumption. Furthermore, consumers anticipate greater happiness from a product before consumption due to increased psychological ownership through customization. This effect is mediated by the satisfaction of basic psychological needs.,The study will help marketers make their products or services as a better candidate for the target of psychological ownership through user experience design. Furthermore, the study encourages new business and marketing models, such as the sharing economy, that exploit the effect of psychological ownership.,The core contribution of this study is that it extends self-determination theory by distinguishing the effect of legal and psychological ownership on consumer happiness. It provides a better understanding of the psychological mechanism behind happiness.
22 citations
TL;DR: In this paper, an institutional framework was developed to examine the role of governmental and social pressures on green product purchase intentions in India, where a large-scale data collection was conducted via an online survey to test the validity of the theorized model.
Abstract: This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.,A large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.,The findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.,From a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.
21 citations
TL;DR: In this article, the authors investigated green consumer behaviour under the perspective of psychological resilience and made an innovative attempt to understand drivers of regaining consumer trust, but they did not discuss the mechanisms by which these strategies work.
Abstract: The purpose of this study is to suggest an approach to regain consumer trust after negative effects of greenwashing that draws corporations and consumers into a conflicted relationship.,The authors collect and interpret qualitative data from in-depth interviews to develop a theoretical approach that enables the rebuilding of trust between greenwashing corporations and their consumers using the concept of psychological resilience.,This analysis indicates that the approach is an interaction between consumers with green brand loyalty and greenwashing corporations. This type of consumer demands emotional factors, functional factors and legitimate factors in the process of psychological resilience, and after greenwashing, corporations should select appropriate recovery strategies to stimulate these protective factors.,Previous research studied green consumer trust in the marketing field but did not explore the core of trust which was regarded as a cognitive process. This paper investigates green consumer behaviour under the perspective of psychological resilience and makes an innovative attempt to understand drivers of regaining consumer trust. Previous research works put forward a series of strategies related to regaining trust, but they did not discuss the mechanisms by which these strategies work. Using the method of grounded theory, we attempt to reveal the “black box” of consumers cognition after greenwashing and propose a strategy for regaining consumer trust.
20 citations
TL;DR: In this paper, the authors examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute and explore the costs and sacrifices associated with the adoption of responsible behaviors.
Abstract: This paper aims to examine consumer preference for ethical fashion products by focusing on the importance of animal welfare attribute To explain the attitude-behavior gap, this research proposes to explore the costs and sacrifices associated with the adoption of responsible behaviors,To analyze in which manner the animal welfare attribute impacts the consumer preference, the authors carried two quantitative studies in the Italy context The first one (n = 224) proposes to measure the importance of this attribute in the case of luxury vs accessible fashion The second study (n = 101) examines how the attention given to animal welfare information could vary between prosocials and proselfs Conjoint analyses that consider “proportion of real fur”; “information about animal treatment” and “price” attributes have been realized To take into account the individuals characteristics, cluster analysis helped to identify different profiles of consumers,The results reveal that even if consumers continue to prefer products made entirely from animal fur, they are sensitive to the information on the animal treatment conditions Also, the animal welfare is not the most important criterion in explaining preference for a fashion product This result varies, however, regarding the consumers’ social value orientation Individuals with a high level of prosocial values give more importance to the animal welfare attribute and are less reluctant to the reduction of the proportion of real fur in the clothes Proself consumers associate a higher sacrifice with the consumption of animal-friendly fashion products,This research enriches the limited literature on the consumers’ response to animal-friendly products By considering the consumers’ social value orientation, it provides a better understanding of the attitude-behavior gap in animal-friendly fashion consumption However, further studies should focus on the way of adapting communication on eco-products to the consumer profile Moreover, it seems interesting to explore how the integration of innovative environmentally friendly materials can be accepted by the target Replicating this research with representative consumer samples from different countries is also necessary,From a practical point of view, this research offers implications for managers operating in fashion apparel industry by giving insights on the consumers’ preference for animal friendly fashion,This study gives recommendations to help convincing consumers about the importance of animal welfare attribute and to increase their preference for animal-friendly fashion products,Despite the extensive use of animal fibers, fur and skins in the production of textiles, the few researchers who have shed the light on the consumers’ response to animal-friendly products have considered mainly the case of food Also, the marketing literature gives little explanation of the attitude-behavior gap in ethical fashion consumption By examining the consumers’ social value orientation, this study provides a better understanding of this gap
20 citations
TL;DR: In this paper, the authors investigated the relationship between consumer accountability and responses to egoistic and altruistic appeals and found that when consumers' relationships with others are heightened in the form of accountability, different prosocial message appeals become effective.
Abstract: This paper aims to clarify the relationship between consumer accountability and responses to egoistic and altruistic appeals. It proposes that when consumers’ relationships with others are heightened in the form of accountability, different prosocial message appeals become effective. The study expands the understanding of how marketing may enhance the efficacy of prosocial campaign messages.,The study utilized three online experimental studies to test hypotheses across different population samples and health product categories. Self-benefit and other-benefit appeals were tested to decrease meat consumption (Study 1), increase vaccination intent (Study 2) and purchase oxybenzone-free sunscreen (Study 3). Results provide converging evidence for the proposed interaction between appeal type and accountability.,When consumers believe their choices will be known or discussed with others, they are more persuaded by other-benefit or altruistic appeals. Contrary to some existing research, Study 3 found that when public accountability was heightened, hybrid appeals were less effective than a solely altruistic appeal in generating purchase intent, digital engagement and attitude change, even controlling for social desirability.,Public accountability was manipulated only in an online setting, and future studies should replicate with greater ecological validity. Results inform how scholars, brands and organizations should approach message efficacy in prosocial campaigns, particularly when an individual’s relationship with others may become salient.,The paper includes implications for the development and deployment of various organizational strategies such as changing the appeal depending on where a message will be viewed by consumers. Importantly for digital campaigns, maximum digital engagement arises from an altruistic appeal in a public context.,This paper fulfills an identified need to understand how organizations can successfully encourage prosocial consumer behavior, as well as bridges literature gaps on accountability and appeal efficacy.
TL;DR: Wang et al. as mentioned in this paper found that SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets.
Abstract: Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap.,Two empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship.,From Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets.,This research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.
TL;DR: In this paper, the authors evaluate the impact of the internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.
Abstract: The purpose of this paper is to evaluate the impact of internet of everything (IoE) on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.,Qualitative research methods are used across privacy statements and consumer social media data to determine factors of concern for business and consumers.,The qualitative analysis of privacy statements and consumer social media data unveils factors of concern that are common for businesses and consumers, such as user consent and data security, as well as problems specific to the IoE, including the use of mobile devices and various service providers. The study also shows a differentiation in the levels of information privacy concerns for marketing practice, the use of personal information, sharing information with third parties and consumer consent and agreement to critical terms.,Recommendations for policymakers, practitioners and researchers, especially concerning the need for more studies related to the issues of data security, information privacy and personal information are addressed.,There is a need to assess the potential implications that the use of marketing analytics in the IoE can have for marketing policy, governmental regulations and industry self-regulation. The purpose of this research is to perform an exploratory evaluation of the impact of IoE on marketing analytics, the benefits and challenges it presents and the implications of its policy and legal framework.
TL;DR: In this article, the authors examined how a key cultural characteristic, ethnic identity, works in conjunction with Web quality to influence customers' gratitude perceptions, thereby driving increases in positive word of mouth, repeat purchase intentions and price tolerance.
Abstract: This study aims to examine how an organization’s Web-based marketing communication strategies drive feelings of customer gratitude and desired behavioral responses. The study specifically examines how a key cultural characteristic, ethnic identity, works in conjunction with Web quality to influence customers’ gratitude perceptions, thereby driving increases in positive word of mouth, repeat purchase intentions and price tolerance.,A major soccer e-retailer based in the USA collected survey data for the study. The authors examined the direct and indirect effects of Web quality through conditional process analysis.,Study findings indicate that customers’ Web quality and ethnic identity perceptions significantly influence customer gratitude and performance outcomes. Study findings also demonstrate the central mediating role of gratitude on the main and interactive effects of Web quality and ethnic identity.,Study findings suggest that online strategies of cultural-adaptation should go beyond integration of native language to include all key dimensions of website quality, to drive consumer gratitude and ultimately favorable outcomes such as word of mouth, price tolerance and repurchase intentions.,This research demonstrates empirical support for the successful deployment of relationship marketing efforts that impact all three dimensions (affect, cognition and behavioral intention) of customer gratitude.
TL;DR: In this article, a theory-driven model reflecting the effects of perceived personalization on consumer-brand relationships on social media is proposed, which is empirically tested through two studies using partial least squares-structural equation modeling.
Abstract: This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.,The conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.,Data from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.,The paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.,Management could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.,This research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.
TL;DR: In this article, the authors analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer, using a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019.
Abstract: Marketing practitioners consider packaging as a promising marketing tool, but current academic research covers mostly regular packages. Filling this gap, this paper aims to analyze why and how companies use limited edition packaging (LEP), which is defined as a scarcity product tactic, using the package exclusively to create a limited offer.,This study adopted a grounded theory methodology and used a qualitative collective case study design by analyzing 175 LEP launches in the beverage sector between 2000 and 2019.,The empirical-based conceptualization of LEP tactics provided here describes the crucial marketing dimensions in which strategic decisions are made regarding objective of release, implementation and related marketing mix decisions. Results show that LEP tactics serve parallel brands, sales and product strategy-related goals; LEPs are characterized by intensity, theme (occasion) and design characteristics, such as typicality, and marketers use various marketing mix combinations (i.e., pricing, distribution and advertising) in relation to the LEP offer.,To the best of author’s knowledge, it is the first conceptualization of this special type of scarcity tactic. This study also assists academics by providing an agenda for future research in this domain.
TL;DR: In this article, the authors assessed the roles of atmospheric harmony, human crowding and sensation seeking towards hedonic value to determine re-patronage intention among mall consumers.
Abstract: This study assessed the roles of atmospheric harmony, human crowding and sensation seeking towards hedonic value to determine re-patronage intention amongst mall consumers. Additionally, this study aims to investigate the moderating roles of past experience amidst mall consumers within the context of Pakistan.,The study data were collected from 334 mall consumers of Rawalpindi/Islamabad, Lahore and Karachi by using the judgemental sampling technique. Data analysis was performed using SmartPLS 3 via partial least squares structural equation modelling.,This study revealed that atmospheric harmony and human crowding displayed positive and adverse impacts, respectively, on hedonic value. The sensation seeking tendencies exerted by the consumers displayed no significant impact on hedonic value in light of mall habitat. The hedonic value exhibited a mediating role for the relationships of re-patronage intention with atmospheric harmony and human crowding. Besides, a significant interaction was noted between hedonic value and past experience in light of re-patronage intention.,The proposed model embeds hedonic value as a second higher-order construct, apart from amalgamating environmental and psychological factors of the mall shoppers to determine their re-patronage intentions. The study outcomes posit that mall re-patronage intention is built on several factors that offer mall managers an opportunity to enrich the hedonic consumption experience among mall consumers, aside from ensuring their re-patronage intention.
TL;DR: In this article, the authors assess consumer attitudes and behavioral intentions regarding autonomous vehicles (AV) by applying the consumer version of the unified theory of acceptance and use of technology (UTAUT2) and validate the model through a behavioral research study.
Abstract: The purpose of this paper is to inform researchers who are examining the adoption of autonomous vehicle technology and to provide marketing insights for developers and manufacturers of such vehicles and their ancillary technologies.,This study assesses consumer attitudes and behavioral intentions regarding autonomous vehicles (AV) by applying the consumer version of the unified theory of acceptance and use of technology (UTAUT2). We validate the model through a behavioral research study (n = 1,154).,The findings suggest that attitude toward AV is primarily formed through performance expectancy, effort expectancy, social influence and hedonic motivation. Furthermore, the level of autonomy has limited effects on attitude.,This is the first study to examine attitudes toward AV through the theoretical lens of UTAUT2. Additionally, this study provides insights into consumer perceptions and the corresponding effects on attitude by moderating the level of autonomy.
TL;DR: In this article, the authors identify the ways that customers respond to customer-to-customer comparisons that may drive loyal customers to engage in undesirable behaviors, such as vindictive complaining and negative electronic word-of-mouth (eWOM).
Abstract: This paper aims to identify the ways that customers respond to customer-to-customer comparisons that may drive loyal customers to engage in undesirable behaviors. The research examines the role that jealousy and envy play in restoring equity through revenge-seeking intentions.,The study uses survey research methodology. The measurement model is validated using CFA, and hypotheses are tested using structural equation modeling. The mediated relationships are calculated using the bootstrap method, and moderated mediation is calculated by creating estimands to test the effects.,Customers who feel either jealousy or envy may engage in revenge-seeking behaviors, such as vindictive complaining and negative electronic word-of-mouth (eWOM). Customers who perceive that a firm is unfairly favoring other customers develop feelings of jealousy and betrayal, and this tendency is strengthened when the customer has a high level of prior trust. Customers typically develop envy when their attention and perceptions of inequity center on another customer, rather than on the firm’s actions and anger drives this effect.,Customers can pursue revenge-seeking actions when unfair actions influence the formation of envy and jealousy through the development of perceived betrayal. Companies can focus on the comparisons that customers make to address revenge-seeking and better manage online relationships preemptively.,The paths that customers take to revenge through jealousy and envy are conceptualized in a communal relationship setting and further developed. Further distinctions of jealousy and envy are made, and the role of prior trust in enhancing revenge-seeking is found.
TL;DR: In this paper, the authors examined how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair-trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food.
Abstract: The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food.,Data were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK.,The results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products.,This paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets.,This research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.
TL;DR: In this article, a structural equation model fitted with PLS was used to evaluate data obtained from 323 self-administered questionnaires filled out in a stratified random sample of respondents living in Gaza Strip camps.
Abstract: This paper aims to quantify the impact of antecedents (frustration, locus of control, spirituality, and religion and attention to social-comparison information) on the intensity of emotional outcomes of consumers’ disposal behaviour.,A structural equation model fitted with PLS was used to evaluate data obtained from 323 self-administered questionnaires filled out in a stratified random sample of respondents living in Gaza Strip camps.,Spirituality and religion, and attention to social-comparison information have the highest impacts on emotional outcomes related to consumer disposal behaviour.,Spirituality and religion are seldom considered in previous consumer research, but they turn out to have high relevance for disposal-related emotions.,To the best of the authors’ knowledge, this is the first study investigating disposal-related emotions. Moreover, it is also the first study combining the impact of frustration, locus of control, perceived self-efficacy, spirituality and religion and attention to social-comparison information on emotional outcomes related to consumers’ disposal behaviour.
TL;DR: In this article, a conceptual model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. But the results confirm that hedonic motivation is positively associated with brand attachment, while utilitarian motivation and social motivation are not supported.
Abstract: Mobile computing is an emerging trend. Building on motivational theories, brand attachment and mobile application literature, this paper tests a conceptual model with the aim to provide insights into antecedents and outcomes of consumer brand attachment in a mobile app context.,A model is developed in which antecedents and outcomes of brand attachment in a branded mobile app context are examined. Data collected from 228 mobile app users were analyzed using PLS-SEM.,The results confirm that hedonic motivation is positively associated with brand attachment. Nevertheless, the effects of utilitarian motivation and social motivation on brand attachment are not supported. As anticipated, brand attachment is positively associated with three outcomes, including continuance intention, purchase intention and word-of-mouth communication.,The paper extends the Mobile Application Stickiness paradigm by including brand characteristics, which had not previously been explored. Also, in terms of attachment in a mobile context, only affection has been explored; this study includes connection and passion to investigate how those components enhance desired outcomes.
TL;DR: A qualitative content analysis of 78 lyrics and music videos of the drug subculture in Mexico was carried out between August and December 2018 as discussed by the authors, which led to the identification of four narratives (from poor to rich, power through violence, lavish lifestyle and power over women) and diverse symbolic markers (luxury brands mainly) that together, display messages aimed at promoting conspicuous consumption practices.
Abstract: The purpose of this study is to focus on analyzing the role of music subcultures in the communication and promotion of conspicuous consumption practices. The object of study is the “altered movement” as the music style of the drug subculture in Mexico.,A qualitative content analysis of 78 lyrics and music videos of “altered movement” was carried out between August and December 2018.,The analysis of lyrics and music videos leads to the identification of four narratives (from poor to rich, power through violence, lavish lifestyle and power over women) and diverse symbolic markers (luxury brands mainly) that together, display messages aimed at promoting conspicuous consumption practices.,The current research expands the body of literature of music subcultures in the consumer research area by contesting the common conception of this phenomenon as a healthy source of self-identity formation and deepening into its role as a source of conspicuous consumption practices.
TL;DR: In this article, the authors investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs) and propose a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers' intention to buy.
Abstract: This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no intermediation or payment of fees by any party. The phenomenon is in contrast with the traditional C2C transactions, on websites such as eBay, where the company website facilitates the transaction between consumers, charges a fee to sellers and provides limited information about buyers and sellers.,Drawing from media richness theory and social capital theory, this paper thus proposes and empirically tests a theoretical model developed using data collected from people making transactions on these communities that synthesize the motivations behind consumers’ intention to buy.,The results indicate that the media richness of the Facebook platform increases the social capital and sense of virtual community among users, which further impacts the purchase intentions of users. Social capital alone does not lead to purchase intention and indirectly impacts purchase intentions through the trust dimension.,This study contributes to theorizing the role of the platform, social capital and sense of virtual community in buying behavior on SNSs and provides valuable new insights into these constructs for the brand managers on social media sites.,Existing research on social commerce does not hold true for C2C communities on SNSs. This paper provides a new perspective into these communities through the lens of media richness and social capital constructs as antecedents of purchase intentions on these communities.
TL;DR: In this article, a model that links the frequency of online health service usage to access-activators and access-inhibitors was proposed to predict users' preferences for online health services, focusing on a downtown area in a developing country.
Abstract: The purpose of this study is to explain predictors that discriminate users’ preferences for online health services, focusing on a downtown area in a developing country.,Drawing on rational choice theory (RCT), the authors test a model that links the frequency of online health service usage to access-activators and access-inhibitors. Multivariate analysis of variance (MANOVA) and the discriminant analysis model were used to analyze data from a sample of 215 internet users.,Results confirm the significance of responsiveness, user’s attitude, accessibility and perceived ease of use, indicating their discriminating role in the usage of online health services.,The study demonstrates the relevance of RCT in measuring perceived online health service quality in an emerging context. Future research should consider the influence of electronic health (eHealth) literacy, norms and trustworthiness to increase the generalizability of the findings.,The findings of this study can help enhance the eHealth service quality by encouraging service providers to improve the interactivity and ease of use of their platforms, thus delivering value to both consumers and firms and improving the well-being of the society at large.,Few existing studies draw attention to access-activators and access-inhibitors to predict users’ preferences for online health services. This study shows the applicability of RCT in preparing the instrumental dimensions of online health service quality.
TL;DR: In this paper, the authors examine how and when a reputation for corporate social responsibility (CSR) can deter dysfunctional consumer behaviors (DCBs) such as shoplifting or negative word-of-mouth (WOM) in response to firm failures.
Abstract: The purpose of this paper is to examine how and when a reputation for corporate social responsibility (CSR) can deter dysfunctional consumer behaviors (DCBs) such as shoplifting or negative word-of-mouth (WOM) in response to firm failures. The authors predict that congruency of the CSR activities and the basis for the firm failure (e.g. environmental protection, environmental harm) provides protection for firms while incongruency (e.g. environmental protection, social harm) does not. The authors base this prediction on the process of retroactive attribution and sense-making.,Across two studies the research finds support that a reputation for CSR can deter consumer dysfunctional behavior. Study 1 uses an experimental design with a Mturk sample, and a behavioral outcome using an overpayment situation, to examine when consumers will act honestly and recognize overpayment. Study 2 uses secondary data, across three novel data sources (Google trends data, an existing data set of consumer perceptions of CSR and Factiva to uncover press coverage of negative firm events). Study 2 examines how CSR reputation impacts consumers’ participation in negative WOM in response to firm failures.,Study 1 finds support for CSR congruency as a protection mechanism against dysfunctional behavior in response to negative events. The authors find that dysfunctional behaviors in conditions of congruency, while incongruent and a control condition do not provide such protections. Study 2 supports these findings using Google trends data in the form of online negative WOM. The authors find that when firms are known for their social performance, negative events in the social domain result in significantly lower levels of negative WOM.,The current paper makes the novel prediction that consumers will use a current negative event (corporate social irresponsibility) to re-evaluate previous CSR. Thus, in contrast with prior research, the authors argue that a negative event is not affected by previous CSR but that previous CSR is affected by a negative event. Furthermore, the authors posit that the congruency between the transgression and previous CSR moderates consumer perceptions, such that incongruent CSR and transgression contexts lead to increased DCBs through consumers’ retroactive sense-making process.
TL;DR: The authors studied consumer interpretations of the evil, its symbols and personifications of brands as evil, with a new concept: "reverse brand anthropomorphism" and found that consumers see corporations as consciously evil, loosely as an embodiment of Adolf Hitler.
Abstract: Although marketer-generated brand anthropomorphism impacts on positive company returns is studied broadly, consumer-generated brand anthropomorphisms that focus on demonizing and hitlerizing brands is not extensively studied. This study aims to examine these consumer interpretations of the evil, its symbols and personifications of brands as evil, with a new concept: “reverse brand anthropomorphism.”,This paper provides a literature review of brand anthropomorphism and the application of the concept of evil. This paper also uses a qualitative analysis with consumer interviews to explore the proposed reverse brand anthropomorphism concept.,This study’s findings reveal that consumers see corporations as consciously evil, loosely as an embodiment of Adolf Hitler. Consumer interviews points out that corporate brand power aimed at controlling consumer value systems is associated with “evil,” an evil that secretly aims at possessing consumers and controlling their consumption practices. The findings of this study indicate that consumers also develop their own alternative moral market value systems, ones parallel to religious morality. Although “evil” imagery is often found distractive and disrespectful by consumers, the younger generation accept it as a new and alternative form of market speech.,This is the first study to introduces and conceptualize a “reverse brand anthropomorphism” concept with examples of consumer brand hitlerization semiotics. Further, this study is also the first study to discuss evil in a consumption context.
TL;DR: In this paper, a conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR).
Abstract: Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework.,Qualitative and quantitative data were collected through face-to-face interviews with CSR managers and through a structured questionnaire. The data were analyzed using qualitative analysis and structural equation modeling.,Findings suggest that CSR, corporate image and service quality have significant relationships with both corporate image and CR. Corporate image also mediates the relationship between CSR, customer value and service quality with that of CR. The authors also find that CSR strengthens the relationship between customer value and service quality with that of corporate image, which subsequently leads to enhanced CR.,Thus far, the mediating variables that help explain and predict the relationship between CSR activities and CR have been overlooked in the extant literature. The results of this study will help fill a critical knowledge gap in marketing and CSR literature.
TL;DR: In this article, the authors investigated the role of concern for face, belief in fate and brand equity in the relationship between perceived justice and satisfaction in Chinese culture during service recovery, using data from interviews with 600 persons who have recently complained about their telecommunications services.
Abstract: Can we always expect that service recovery justice leads to satisfaction? Literature has shown that a number of moderating factors impact the recovery justice-satisfaction link in different cultures. However, there is a dearth of research that has indicated the key cultural variables that play a moderating role. This study aims to attempt to fill the research gap by investigating the moderating role of concern for face, belief in fate and brand equity in the relationship between perceived justice and satisfaction in Chinese culture during service recovery.,The hypothesized relationships are tested using data from interviews with 600 persons who have recently complained about their telecommunications services. Structural equation modeling is applied in analyzing their responses.,Concern for face is found to strengthen the relationship between interactional justice perceptions and satisfaction, but to weaken the relationship between distributive justice perceptions and satisfaction. Belief in fate weakens the link between perceptions of interactional justice and satisfaction. Brand equity positively moderates the relationship between perceptions of interactional justice and satisfaction, but it negatively moderates the relationship between perceptions of distributive justice and satisfaction.,The cultural variables, namely, face, fate and brand equity, are found to serve as a moderating role in the relationship between recovery justice dimensions and satisfaction. They are more salient when it is related to social element. Face and brand equity, as interpersonal constructs, aggravate the impact of interactional justice on satisfaction. Fate, as non-social factor, weakens the impact of interactional justice on satisfaction. It is argued that managers should provide staff training in product knowledge and customer service as a preventive measure against damage to the brand. Regular customer satisfaction research and benchmarking exercises should be conducted to understand how customers perceive interactional justice.,This has been the first research to examine the impact of concern for face, belief in fate and brand equity in the relationship between justice perceptions and post-recovery satisfaction during service recovery.
TL;DR: In this paper, a four-step deductive approach is used to develop scales for three dimensions of consumer legitimacy, then a structural model of antecedents and outcomes of the construct provides validity for the developed scales.
Abstract: This paper aims to propose the concept of consumer legitimacy, develops scales to measure this concept and shows its utility and relevance in the international marketing field.,A four-step deductive approach (construct definition, item generation, scale purification and scale validation) is used to develop scales for three dimensions of consumer legitimacy, then a structural model of antecedents and outcomes of the construct provides validity for the developed scales.,Results validate the developed scales with different multinational enterprise contexts across two countries. It is found that perception of social responsibility influences three dimensions of consumer legitimacy, both moral and cognitive legitimacy influence willingness to buy firm products, and moral legitimacy influences attitudes toward the firm.,As a crucial resource, legitimacy can offer firms comparative advantages that lead to competitive advantages. The findings of this research provide a new perspective on how firms may measure, acquire and/or increase this resource.,This paper shifts the discussion of legitimacy to a key firm stakeholder that has been ignored in the literature: consumers. Thus, it implies that both researchers and practitioners should provide stronger consideration to the consumer role in granting legitimacy.