Showing papers in "Marketing Intelligence & Planning in 2011"

Attitudes towards environmentally friendly products: the influence of ecoliteracy, interpersonal influence and value orientation

Abstract: Purpose – This paper aims to identify the key antecedents and moderators that influence consumers' willingness to purchase environmentally friendly products.Design/methodology/approach – A convenience sampling method was employed. A total of 600 self‐administered questionnaires were distributed during lectures in a large Australian university. In total, 256 useable Australian consumer responses were collected and used for analysis.Findings – The results show that the three antecedents of ecoliteracy, interpersonal influence and value orientation have strong correlations with attitudes towards environmentally friendly products. Consumers with favourable attitudes towards environmentally friendly products are more likely to purchase environmentally friendly products. Perceived product necessity moderates the relationship between attitudes toward environmentally friendly products and the willingness to purchase environmentally friendly products.Research limitations/implications – Longitudinal studies can be ...

Conceptualising electronic word of mouth activity: An input‐process‐output perspective

Abstract: Purpose – In light of the growth of internet usage and its important role in the field of e‐commerce, electronic word‐of‐mouth (eWOM) has been changing people's behavior and decisions People count on other users' opinions and information; they sometimes even make offline decisions based on information acquired online The purpose of this paper is to conceptualise eWOM activity from an input‐process‐output (IPO) perspective; propose a classification framework based on the identified academic literature; analyze eWOM literature in terms of quantitative development and qualitative issues that are useful to both academics and researchers; and provide directions and guidelines for future research studies in eWOMDesign/methodology/approach – The authors performed a systematic literature review of peer‐reviewed published journal articles and examined the current state of knowledge on eWOM literature based on a comprehensive search of several leading databases In total, 94 articles were identified that compris

Brand equity in higher education

Abstract: Purpose – The potential to provide customers with information about experience and credence qualities in advance of purchase has resulted in widespread recognition of the significance of brands in relation to consumer choice in the service sector. Arguably, what is of particular significance in this process is brand equity – the value that the consumer ascribes to the brand. The main objective of this research is to enhance academic understanding of brand equity in the higher education (HE) sector and explore the implications for management practice.Design/methodology/approach – Quantitative data collected via a self‐completion survey are used to test a model of brand equity in the context of HE. The empirical setting is Egypt which, following liberalization, has a mixture of public and private provision and an increasingly competitive environment. It provides an example of an emerging market where building brand equity is likely to be an important component of organizational strategy.Findings – The resul...

Understanding the effects of market orientation and e‐marketing on service performance

Abstract: Purpose – The study aims to use the inter‐relationship between market orientation and e‐marketing in order to investigate alternative mechanisms through which both contribute to tourism services performance.Design/methodology/approach – Direct and indirect effects of market orientation on performance are examined using structural equation modelling in a sample of 216 tourism firms.Findings – Market orientation is found to contribute to performance through a dual mechanism in that it contributes both directly and indirectly, through e‐marketing, to the relationship.Practical implications – The results indicate that academics and managers should consider the inter‐relationships between multiple sources of competitive advantage when looking for explanations of services performance and particularly, tourism services.Originality/value – This is the first study, to the authors' knowledge, that investigates the inter‐relationship between market orientation and e‐marketing on service performance within the contex...

The value of historical nostalgia for marketing management

Abstract: Purpose – This paper aims to examine the effect of three levels of historical nostalgia on respondents' cognitions, attitude towards the advert, attitude toward the brand, and purchase intention.Design/methodology/approach – A total of 292 respondents exposed to broadcast‐style advertising containing nostalgic cues completed a measure of historical nostalgia, a thought‐collection exercise, and measures of attitudes and intention. Hypotheses are tested using ANOVA and other relevant analyses.Findings – The findings show that historical nostalgic thoughts and the valence of cognitive reactions significantly improve when respondents experience a moderate or high level of historical nostalgia compared with a low level. However, no significant benefit is evident when moving from a moderate to a high level. Brand and message‐related thoughts did not significantly change. Attitude towards the brand is significantly improved only if respondents reach a high level of historical reaction. Attitudes towards the adve...

Brand loyalty in emerging markets

Abstract: Purpose – This paper seeks to compare some key antecedents of brand loyalty between two emerging markets: Thailand and Vietnam.Design/methodology/approach – Using a sample of 603 female consumers of international shampoo brands, including 304 consumers in Bangkok, Thailand and 299 users in Hanoi, Vietnam, a model was tested that incorporates key determinants of brand loyalty – perceived quality, brand awareness, advertising attitudes, and distribution intensity – by means of structural equation modeling.Findings – The paper found that there are positive relationships between perceived quality and brand loyalty, between brand awareness and perceived quality, between advertising attitudes and brand awareness, and between distribution intensity and brand awareness in both markets. However, the relationship between brand awareness and brand loyalty was found only in the Vietnamese market, and the relationship between advertising attitudes and perceived quality was only found in the Thai market. Finally, no re...

Segmenting the online consumer market

Abstract: Purpose – The internet has become mainstream in everyday communications and transactions. This research aims to provide a segmentation analysis for the online market based on the various uses of the internet.Design/methodology/approach – A review of the online consumer segmentation literature is first conducted. Survey method and cluster analysis techniques are used in the empirical study. A sample of 407 participants that belonged to a large consumer panel adequately responded to an online survey and provided their pattern of internet use, internet experience, and psychological characteristics.Findings – The analysis shows that the online consumers form three global segments: the basic communicators (consumers that use the internet mainly to communicate via e‐mail), the lurking shoppers (consumers that employ the internet to navigate and to heavily shop), and the social thrivers (consumers that exploit more the internet interactive features to socially interact by means of chatting, blogging, video strea...

The key role of opportunism in business relationships

Abstract: Purpose – This study seeks to examine the key role of opportunism in business relationships relative to environment uncertainty (i.e. competitive intensity and market turbulence), bonding structure (i.e. specific assets and dependence), and relationship quality (i.e. trust and commitment).Design/methodology/approach – Initially, informants were contacted by phone and a total of 581 surveys were mailed to small‐ and medium‐sized manufacturers asking them to answer questions about their suppliers. In total, 212 surveys were returned generating a response rate of 36.5 percent. To test the measurement properties and hypothesized relationships between the constructs in focus, confirmatory factor analysis and structural equation modelling were used.Findings – The results supported all six hypotheses. The principal findings are competitive intensity leads to market turbulence and market turbulence, in turn, is positively associated with opportunism; specific assets leads to dependence and dependence is, in turn,...

Revisiting experiential values of shopping: consumers' self and identity

Abstract: Purpose – The research presented in this article aims to extend our understanding of the symbolic and experiential values of shopping through the investigation of consumers' grocery shopping and consumption experiences.Design/methodology/approach – The research approach was based on the existential phenomenological interview; ten women living in the UK who were in paid employment outside the home at the time of the study, who were married (or living with their partner) and who had at least one child living at home participated in the study which explored their lived experiences of grocery shopping and consumption.Findings – The findings reveal that consumers can construct various dimensions and levels of self/identity through their food shopping and consumption practices through their shopping experiences and in conjunction with various resources and support provided by retailers. Four key themes are identified and explored: “I am in control”; “I am me”; “I share and I love”; and “I belong”.Research limit...

Understanding brand identity confusion

Abstract: Purpose – The brand increasingly is becoming the key source of differentiation that guides customer purchase choice. It is the focal point around which an organization defines how it will uniquely deliver value to the customer for a profit. The main aim of this research is to unveil the consumer perception about Cinthol and to understand the importance of brand identity of a product and the factors influencing it.Design/methodology/approach – A descriptive study was conducted in the age group of 21‐55 years to ascertain the perception change in the brand identity of Cinthol, its brand personality, its awareness levels, its usage pattern, its promotional campaigns and the factors influencing the buying behavior of the consumers.Findings – It was also observed that most of the respondents identified Cinthol as a family soap closely followed by male soap, though the difference between the two was not significant. Company is projecting this brand as male's soap overall satisfaction and loyalty, hence the ulti...

A brand for all the nations

Abstract: Purpose – This paper aims to explain the emergence of the World Heritage Site (WHS) designation as a de facto brand. Branding provides a framework for managing the image of a place and is an important component of destination marketing. The WHS “brand” is of importance to developing nations because it is available without cost. The study examines the evolution of the WHS program with a focus on emerging markets. It seeks to identify economic, political and other factor which dispose emerging countries to seek WHS designations.Design/methodology/approach – This study is based on a multivariate analysis of data on 48 emerging countries in which their predisposition to seek WHS designations is predicted by indicators measuring: on‐going involvement with tourism, number of existing WHS sites, level of democratization, and the Human Development Index. The dataset is used to test four hypotheses.Findings – The analysis identified two significant statistical relationships: first, the number of existing WHS is, a...

Development of a business‐to‐business critical success factors (B2B CSFs) framework for Chinese SMEs

Abstract: Purpose – The purpose of this paper is to critically explore business‐to‐business critical success factors (B2B CSFs) for small and medium‐sized enterprises (SMEs) operating in the Chinese B2B marketplace, evaluate the findings, and use the generated CSFs to propose a framework to assist in the marketing management of B2B in China. The proposed framework provides a guideline for academics and practitioners and highlights the significant role of each factor in developing and sustaining effective B2B electronic commerce (B2B e‐commerce) practice for SMEs.Design/methodology/approach – The proposed framework is constructed by combining the empirical findings and B2B literature. The quantitative (online survey) was targeted at, proprietors, chief executive officers, managing directors, general managers, sales/marketing managers and export managers in selected SMEs that participated in B2B electronic marketplace (B2B e‐marketplace) in China. The data received from the recipients were processed on SPSS to conduc...

Re‐branding Africa

Abstract: Purpose – The purpose of this conceptual paper is to explore how Africa has been branded, and to suggest ways the continent could be re‐branded to attract both international and domestic investments.Design/methodology/approach – An extensive review of literature that encapsulates branding, nation branding, place/destination branding, foreign direct investment and issues associated with investment opportunities in Africa was conducted towards exploring how Africa has been branded and could be re‐branded.Findings – This paper finds that the extant literature is replete with publications that essentially associate Africa, as a brand, to poverty, underdevelopment, corruption, doom, pestilence and several other inauspicious features. Nonetheless, the article also shows that there are several existing virtues especially in the form of business opportunities in several sectors that could be accorded extensive publicity to espouse the continents' brand equity. These range from agriculture, to tourism, to real est...

Using service convenience to reduce perceived cost

Abstract: Purpose – In this study, service convenience and service quality are used as proxy constructs of customer's and supplier contributions co‐create customer value. The purpose of this paper is to test the relationship between service convenience and customer satisfaction based on the direct and indirect paths via perceived service quality. It also explores the relative importance of various dimensions of service convenience.Design/methodology/approach – A structural equation model was developed and tested using data surveyed from domestic airlines customers in Vietnam. The operationalization of service convenience was based on five consumption stages.Findings – This study reinforces the view that customers use the judgment of their own contribution (via convenience) to evaluate the contribution of the supplier (via service quality), and the resources contributed by both sides will co‐create value for the customers.Research limitations/implications – Further research may test the role of service convenience i...

Branding at the base of pyramid: a Zimbabwean perspective

Abstract: Purpose – The purpose of this paper is to examine base of pyramid (BOP) customer perceptions on the importance of branding as a purchase driver and to investigate firms' marketing programs used to manage brands at the BOP.Design/methodology/approach – Qualitative data collection methods comprising in‐depth one‐to‐one consumer interviews, focus groups, ethnographic observations and case studies were used to conduct the research.Findings – Key findings include the identification of importance of brands to BOP consumers, evolution of brand communities, and impact of social networks on the marketing programs used by firms to build brand equity.Research limitations/implications – The sample used for consumer interviews is small and confining the focus to the food and personal hygiene sector may limit generalization of findings to a broader population.Practical implications – The study provides managers with insights on the importance of brands in the purchase decision at BOP and on the different nature and foc...

Industrial sales lead conversion modeling

Abstract: Purpose – This paper seeks to develop a theory and a practical qualitative modeling tool that accurately predicts the probability that an industrial sales lead will convert to a booking based on observable lead characteristics and one that can be used by a typical sales manager.Design/methodology/approach – Past lead characterization models were reviewed and gaps and weaknesses examined. A qualitative model of lead characterization and qualification was then developed based upon the determinants of customer purchase decisions.Findings – In total, 16 commonly available lead characteristics that represent proxies for the eight determinants of industrial customer purchase decisions were identified. These were adapted to a scoring model that enables sales and marketing personnel to assess the probability that a lead will convert to a booking.Research limitations/implications – Different companies use different criteria and different weighting factors for making purchase decisions; therefore, no single quantit...

An expanded model of marketing performance

Abstract: Purpose – The purpose of this paper is to develop a model identifying key metric categories on which companies should focus attention, so that they can better understand their current situation whilst offering guidance for improvement.Design/methodology/approach – The paper is structured in three parts. It begins with a general overview of performance measurement, followed by a description of marketing performance and metrics in particular. Then, it develops the proposed model in terms of its rationale and content. Finally, concluding remarks are presented.Findings – The benefits from extending knowledge about marketing performance are substantial. The author believes that if companies develop an integrated set of relevant measures and systematically collect, analyze and disseminate information about them, then marketing may be viewed as a more credible discipline.Research limitations/implications – It is hoped that this contribution may stimulate research, particularly in terms of testing the model's con...

The application of marketing principles to a social marketing campaign

Abstract: Purpose – This paper aims to explain how the principles of marketing can be applied to the planning and implementation of a social marketing campaign.Design/methodology/approach – A wealth of secondary sources are reviewed and discussed, including academic literature, market research and campaign data.Findings – The planning and implementation of social marketing campaigns is complex and requires a wide range of tasks. For one, the case study illustrates that identifying the right themes is crucial in order to reach the desired target audiences to create attitudinal and behavioural change. Further, a coherent implementation of the marketing mix is necessary in order to ensure campaign effectiveness over time. As social marketing campaigns often need to reach a wide range of audiences, the task of managing marketing initiatives in these contexts is more complex and requires constant evaluation in order to identify levels of effectiveness and areas for improvement over long periods of time.Originality/value...

Causes and outcomes of satisfaction in business relationships

Abstract: Purpose – This study includes relationship marketing concepts (i.e. trust, commitment, and satisfaction) as precursors to transaction cost theory outcomes (i.e. specific investments, opportunism, and formalization) which are rarely, if ever, included together. Trust and commitment lead to satisfaction and satisfaction in turn leads transaction cost outcomes. The paper aims to address these issues.Design/methodology/approach – The random sample is 600 small‐ to medium‐sized Norwegian manufacturers. Confirmatory factor analysis and structural equation modelling was used to examine the responses from 212 key informants.Findings – The strongest positive associations are from the relationship marketing portion of the model including trust satisfaction and commitment satisfaction. The highest negative association in the model is satisfaction opportunism. Contrary to predictions, satisfaction did not have a significant association with either specific investments or formalization.Research limitations/implication...

Marketing theory and critical phenomenology: Exploring the human side of management practice

Abstract: Purpose – This paper uses phenomenology as a critical theoretical lens through which to view marketing management theory. The aim is to demonstrate that it can uncover the extent to which established theory neglects the human side of marketing.Design/methodology/approach – To facilitate a phenomenological discussion, the critical framework of Mingers is utilised. This identifies a critique of rhetoric, of tradition, of authority and of objectivity. Secondary sources are then used to highlight the central role played by individual meaning in marketing practice, as opposed to the systemic based framework of the dominant theory.Findings – Findings suggest that traditional theory is based on questionable assumptions regarding the nature of the individual and their managerial practice. Marketing theory is not a transferable objective technology, but is constituted by the vagaries of the human agent. It is also posited that the subject boundaries of marketing are set by established authorities that are prone to...

Brands and service‐quality perception

Abstract: Purpose – This paper seeks to determine from the standpoint of undergraduate students, service‐quality dispositions of bank brands operating in Ghana; in respect of customer service (human interaction), service knowledge and bank infrastructure and technology.Design/methodology/approach – Data were obtained from undergraduate first time bank customers in the University of Ghana Business School via a questionnaire using a convenience sampling method. A structured questionnaire containing 12 service‐quality statements was designed and administered to 519 first time undergraduate bank customers to measure their perception of service quality with regard to bank brands in Ghana. The repeated measures of ANOVA were employed.Findings – The respondents perceive the service knowledge dimension of brand service quality as the weakest performance service attribute for banks operating in Ghana.Practical implications – This study offers practical tips for bank managers seeking to manage an increasingly important segme...

Cross‐cultural challenges in product placement

Abstract: Purpose – The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type.Design/methodology/approach – The current study employed a self‐administered online survey of 471 college students in the USA and South Korea.Findings – Korean young adult consumers express greater ethical concerns about product placement, particularly in TV shows, and more strongly support governmental regulation than their American counterparts. In contrast, American young adults respond more favorably to product placement's enhancement of setting realism than Korean consumers. Findings also reveal cultural differences in product placement acceptability across a range of media genres and product/service types.Research limitations/implications – Only two countries were used as a proxy to characterize their respective cultural values and levels of co...

Marketing empowerment and exclusion in the information age

Abstract: Purpose – This paper aims to look back at Michael Thomas' 1999 thesis regarding the impact on marketing of the information age. In his view, the information revolution of “e‐commerce” and computer‐mediated markets removes distance as a barrier between buyer and sellers, which could empower or exclude consumers. This paper re‐considers Thomas' assessment and explores how the IT revolution has transformed, or not, relations between consumers and other “actors” in the marketplace.Design/methodology/approach – This is conceptual paper that draws on literature and secondary sources to explore and evaluate the topic.Findings – The dynamic and intertwined effects of any technology are notoriously difficult to determine and therefore the goal of this paper is to identify the empowering or exclusionary effects of IT on marketing is shown to be an ambitious one. On the basis of this review, we can conclude however that Thomas was correct in anticipating in 1999 that more and more of marketing interactions would bec...

Consequences of corporate environmental marketing strategies in New Zealand organisations

Abstract: Purpose – This research aims to present an exploratory study of the consequences of environmental marketing strategies in New Zealand organisations. In general, empirical research on the impact of environmental practices on organisational outcomes is limited and inconclusive, thus a greater understanding of the consequences associated with successful corporate environmental (CE) organisations is needed.Design/methodology/approach – Eight in‐depth interviews were conducted with leading and proactive CE organisations in New Zealand.Findings – General consequences including innovation, strategic alliances, and improved public relations were found in addition to consequences specifically related to product/service, process‐, and project‐dominant environmental marketing strategies. Negative consequences were also identified.Research limitations/implications – Owing to the broad nature of the study, it is not possible to make substantial inferences between different industries or specific organisation types and...

Market intelligence and NPD success: a study of technology intensive companies in Finland

Abstract: Purpose – The purpose of this paper is to investigate how managers in technology‐intensive companies conceptualize and perceive “intelligence” variables in successful and unsuccessful new product development (NPD) projects, and explore the role that intelligence variables play in differentiating between successful and unsuccessful NPD outcomes. Limitations and future research directions are also discussed.Design/methodology/approach – The most senior person responsible for NPD within a sample of Finnish technology‐intensive companies completed a self‐administered internet survey on the role of intelligence in successful and unsuccessful NPD projects. The JMP 1‐2‐3‐software package (version 8 for Mac) by SAS was used for statistical analysis.Findings – The findings indicate that managers in technology‐intensive companies rely on two broad types of intelligence, technical production and market information, during the NPD process. Most intelligence variables are positively related to NPD success. In addition...

Brand names and global positioning

Abstract: Purpose – There is little in the literature on branding that considers how a brand name may affect a brand and its global positioning. Similarly, there is little research on brand dissonance and the paradoxes that occur in a globalised world. This research aims to examine the impact of country of origin image on consumer perceptions of a successful tea brand dissonance between the country of origin and the brand name.Design/methodology/approach – A case study approach, using qualitative data collection, has been applied in this study. In‐depth interviews were conducted with 22 experienced tea distributors and managers of Ahmad Tea in the Confederation of Independent States.Findings – The findings show that a positive country of origin effect can have a positive impact on a global brand image transcending any negative connotations that a brand name may have.Practical implications – The findings of this study provide useful insights for academics and practitioners regarding the success factors of branding s...

Sourcing or selling: the Value Flame at the Base of the Pyramid

Abstract: Purpose – Much has been written concerning the value and validity of the bottom of the pyramid (BOP) model, as a strategy for multi‐national corporation (MNC) growth. The model presented in this paper adds to the discussion of strategic possibilities to tap the potential of emerging markets. This paper seeks to address these issues.Design/methodology/approach – The paper first discusses trends in economic growth in emerging markets, global strategies, and the BOP market, then analyzes the blue ocean strategy (BOS) of value innovation.Findings – The paper develops the Value Flame at the Base of the Pyramid (VFBOP) model by combining BOP and BOS strategies to potentially offer opportunities for MNC market entry as well as market supply, to drive revenues and expand global market share.Research limitations/implications – As a concept, the model must be validated by empirical and case research to ascertain the shape and dynamics of the model. Future research can establish the parameters of the flame.Originali...

Segmenting technology markets: applying the nested approach

Abstract: Purpose – Sound target marketing leads to winning business strategies. While market segmentation is an intriguing academic concept, most B2B practitioners struggle with the design and implementation of such initiatives. This paper aims to illustrate an effective strategic segmentation process in a high‐technology market context.Design/methodology/approach – Bonoma and Shapiro's nested model – consisting of geodemographics, operating variables, purchasing approaches, situational factors and characteristics of the buyer – is used as a conceptual framework for market segmentation analysis. The model is applied to Citrix Systems as a way of finding new business opportunities in the desktop application streaming market.Findings – In this study, 17 potential segmenting variables within the five major levels are examined with an initial emphasis on firmographics and technology. Census data identified market priorities based on establishment size, key sectors and geographic sales territories.Practical implication...

The brand‐wagon: emerging art markets and the Venice Biennale.

Abstract: Purpose – The purpose of this paper is to investigate whether and how participating in a branded Biennale (Venice) may legitimate and promote selected artists from the emerging markets of Venezuela and Thailand alongside art market leaders.Design/methodology/approach – Research was conducted at the 53rd International Art Biennale in Venice, Italy, in June 2009. Underpinned by a constructivist approach, qualitative data were collected via participant observation, illustrative photography and semi‐structured interviews (average interview time 55 minutes) with curators and participating artists from two emerging markets: Venezuela and Thailand.Findings – This research indicates that merely attending the Venice Biennale does not mean automatic branding for success: each artist's signature style must stand out within its cultural context for the branding effect to succeed. The conclusion compares and contrasts the effective relationship between identification and success for the two emerging economies within t...

Marketing responsibility in an era of economic and climatic challenge

Abstract: Purpose – The purpose of this paper is to illustrate Michael Thomas's concept of civic professionalism and social trusteeship as a future alternative to the current marketing profession's code of conduct and to put this in the context of climate change and ecological sustainability as a model for firms everywhere. Design/methodology/approach – Review of the marketing profession's responsibility towards society, communities and the ecology of the planet in the twenty-first century in the light of climate change. Findings – The hypothesis for the paper emerges as: whether it is possible for Chinese firms to embrace the needs of twenty-first century global ecological sustainability in meeting their own economic requirements for development and financial prosperity. Research limitations/implications – Limited secondary research and primary research that is also limited in terms of scope. Practical implications – As we move into an era of Chinese economic supremacy, we marketers must face up to the responsibility we have towards balancing the progression of global economic development (and selling goods and services in global market systems) with our responsibility towards our cultural systems and the global ecological system (the global ecosystem), the home of all our economic wealth. Social implications – To extrapolate lessons and opportunities for firms from developing economies as they move towards global domination of world economic markets and, suggest strategies for sustainability that they can, and should, adopt. Originality/value – The paper presents a theoretical framework for a global strategy for sustainability, and provides a vision of marketing responsibility that embraces civic professionalism, social trusteeship and a strategy for sustainability.