Showing papers in "The Journal of Marketing Theory and Practice in 2003"

The Communicative Power of Product Packaging: Creating Brand Identity via Lived and Mediated Experience

Abstract: Building on existing frameworks (customer-based brand equity, consumer-brand relationships, product symbolism/self concept), this paper forwards packaging as a product-related attribute critical to...

Loyalty: The Influences of Satisfaction and Brand Community Integration

Abstract: This paper empirically explores the relative impacts of satisfaction, brand community integration, and consumer experience on customer loyalty as expressed by future purchase intentions and behavior. Data drawn from qualitative research and a survey of 1000 patrons of a Native American casino who indicate a willingness to engage in formal marketing relationships indicate that satisfaction yields to brand community integration as a key driver of loyalty. We discuss important implications of the findings for marketing theory and practice.

Innovative consumers and market mavens

Abstract: Consumer researchers describe two types of consumers they term “the consumer innovator” and “the market maven.” The former are eager buyers of new products; the second are especially knowledgeable about shopping and buying. The present study examined the relationship between these two constructs as part of a nomological network analysis. We used data from 204 student consumers to test hypothesized relationships among scores on the market maven scale and a measure of innovativeness with opinion leadership, price sensitivity, and self-reports of time and money spent shopping. The analysis showed positive correlations among the measures, but there is clear evidence that the consumer innovator and market maven concepts are separate and distinct. The measure of consumer innovativeness predicted the behavioral criteria better than the market maven scale did. Both concepts may be important to retail managers as they develop strategies for new products.

Product Attributes Model: A Tool for Evaluating Brand Positioning

Abstract: A brand’s positioning is designed to develop a sustainable competitive advantage on product attribute(s) in the consumer’s mind. Perceptual maps are commonly used to evaluate a brand’s positioning. Another tool from the economics literature, the product attributes model (based on Lancaster 1966,1979), utilizes three components: attribute ratings, budget constraint, and indifference curves. The key advantage of this analysis over perceptual maps is the ability to incorporate the impact of price into assessment of the brand’s positioning. This paper discusses how the product attributes model helps managers understand the strategic implications of positioning decisions and provides an example of its use.

From Market Driven to Market Driving: An Alternate Paradigm for Marketing in High Technology Industries

Abstract: Although useful, the currently dominant marketing philosophies reveal themselves to be inadequate for addressing issues and problems specific to high-tech industries and products. This study proposes “market driving” as a new paradigm for marketing high-technology products and innovations. Based on an extensive review of the extant literature (and input from leading marketing scholars), a broad-based definition of the market driving approach is developed, and compared to existing paradigms of market driven activity, customer leading and market pioneering. The suitability of the market driving paradigm in addressing the unique characteristics of high technology industries is discussed.

Strategic use of bundling for reducing consumers' perceived risk associated with the purchase of new high-tech products

Abstract: Consumers’ perceived risk is a significant barrier to the adoption of new high-tech products. Based on a review of the marketing, consumer behavior and psychology literatures, a theoretical framework is developed here that suggests how bundling a new high-tech product with an existing technology could help reduce consumers’ perceived risk associated with the purchase of the new high-tech product. This manuscript also explores what factors influence consumers’ risk perception when a product bundle is available. Managers might use this framework to develop bundling strategies for high-tech products, and to understand what factors make such bundles more attractive.

Resource-Advantage Theory and Embeddedness: Explaining R-A Theory’s Explanatory Success

Abstract: In the mid-1990s, a new theory of competition, labeled “resource-advantage theory,” was proposed in the marketing literature. R-A theory’s explanatory and predictive successes have resulted in its being well received by both marketing and nonmarketing scholars. This article examines the characteristics of resource-advantage theory that have enabled the theory to successfully explain and predict marketing phenomena. Specifically, the thesis that R-A theory is a moderately socialized, embedded theory of competition is explored by focusing on the theory’s ability to provide a theoretical foundation for the frequently made claim that, at least in some circumstances, social structures and trust-based governance can be competition-enhancing.

The Effect of Price Presentation Tactics on Consumer Evaluation Effort of Multi-Dimensional Prices

Abstract: Prices in the marketplace often consist of multiple dimensions, such as a base price, percentage discounts, trade-in values, and monthly fees. The presence of multiple dimensions in a price forces consumers to compute the net price in order to determine the value of the presented offer. In two experiments, it is demonstrated that the presentation format of numeric price information and the arithmetic operation required in the price impose a hierarchy on consumers’ evaluation effort for multi-dimensional prices. The resulting variations in consumer effort are shown to systematically influence decision accuracy. Implications challenging the traditional uni-dimensional view of price are discussed.

The interface between transactional and relational orientation in small service firm's marketing behaviour

Abstract: This paper presents and discusses findings of a cross-country study of small service firm marketing behaviour. These findings demonstrate that small service firms are flexible in the marketing approaches that they adopt. They reveal that such firms are transactional and relational orientated in their marketing activities and that for growing firms, marketing activities are used to create short-term transactions and form relations with key stakeholders. This finding implies that transactional and relationship marketing should be regarded as complementary. The findings presented also demonstrate that the marketing approach selected by participating small firms is determined by a range of customer characteristics of which repeat business is only one. An integrated framework containing elements of transactional and relational approaches is proposed as an appropriate way of describing the marketing behaviours of investigated firms.

The Predictive Validity of an Opinion Leadership Scale

Abstract: This study evaluated the dimensionality, internal consistency, discriminant validity, and predictive validity of a self-report scale for consumer opinion leadership within a specific product field. A sample of 117 students completed the scale for three product categories: snack food, CDs, and skin care products. Fifteen weeks later they reported how many people they had told about new snack food, music, or skin care products they had purchased. Data analysis showed that (1) the opinion leadership scale was unidimensional, (2) showed good internal consistency, and (3) both the individual items and the summed scales possessed discriminant validity. For music and skin care products, those who had told someone had higher scores on the opinion leadership scale than those who had told no one. Scores on the opinion leadership scales were positively correlated with the number of other consumers told about CDs and skin care products. Thus the scale appears psychometrically sound and useful for market research.

Introduction to the Special Issue: Marketing of High-Technology Products and Innovations

Abstract: We are pleased to introduce this special issue of the Journal of Marketing Theory and Practice on the marketing of high-technology products and innovations. The papers featured in this special issue are varied in focus, theory, methods, and implications. Prior to describing the papers in more detail, we describe the reason for the special issue.

Understanding New Product Co-Development Relationships in Technology-Based, Industrial Markets

Abstract: This study focuses on new product co-development relationships, where a seller and buyer enter into a relationship to mutually undertake the development of an innovative product. We draw upon the relationship marketing literature as well as the theoretical frameworks of agency theory and transaction cost analysis to investigate the antecedent conditions that foster such co-development relationships, and the manner by which these factors subsequently influence sellers’ satisfaction with the relationship. The results of our empirical study reveal that the extent to which sellers undertake new product co-development relationships is a function of perceived buyer knowledge and the extent of prior interactions with the buyer as well as the degree of product customization involved. Further, perceived buyer knowledge moderates the sellers’ satisfaction with such co-development efforts.

When Is a Hierarchy Not a Hierarchy? Factors Associated with Different Perceptions of Needs, with Implications for Standardization – Adaptation Decisions in Korea

Abstract: The standardization of marketing strategies relies on the assumption that consumers worldwide have similar needs and wants. A core theory that scholars use to support the universality of needs and wants is Maslow’s Hierarchy of Needs. This study examines whether Maslow’s Hierarchy of Needs is perceived in a similar manner in Korea, as compared to how it has been traditionally defined in Western cultures. The results indicate that Korean “blue-collar” workers perceive belongingness to be their strongest need. Furthermore, foreign influence (working with non-Korean managers, co-workers and/or customers) and age are shown to significantly impact perceptions of needs among Korean workers. Based on these results, implications for standardization and adaptation of marketing strategies and future research are discussed.

The Effects of Supplier Focus, Customer Responsiveness and Strategy Type on Growth in a Transition Economy

Abstract: This study explores whether firms in the turbulent, transition economy of Croatia can develop competencies that they can then translate into growth in sales and profits. A supplier focus, or acquir...

An Exploratory Investigation of the Ecologically Conscious Consumer’s Efforts to Control Water Contamination: Lawn Care and the Use of Nitrogen Fertilizers and Pesticides

Abstract: The study investigates the relationship between environmental attitudes and behavioral responses. Preceded by factor analysis, correlation and regression procedures were used to analyze data from a survey of nonusers of commercial lawn care services. The study found that the respondent’s opinions about the nation’s more serious environmental issues (EI), specific lawn care issues (LCC), and conscious environmental initiatives (EC) were significant (p<.01; p<.0001) but weak predictors of ecologically conscious consumer behavior (EA). Further, efforts to control lawn runoffs (CLR), a specific ecologically conscious consumer behavior, was found to be significantly related (p<.0001) to select attitudinal constructs. The results indicate that the two ecological consumer behaviors (i.e., EA and CLR) are not predicted well by the attitudinal variables. Future research recommendations are presented.

Innovation or Multiple Copies of the Same Lottery Ticket: The Effect of Widely Shared Knowledge on Organizational Adaptability

Abstract: Marketing literature suggests that a market orientation has a positive effect on a firm’s performance and innovativeness. This paper applies biological metapopulation theory to describe how a high dispersion of market information and significant shared homogeneous knowledge may reduce the evolutionary adaptation and the creation of successful new products. Empirical results derived from survey data support the theory that organizational information processing routines associated with a market orientation are not always the same as those required to facilitate organizational adaptability, contrary to previous assertions in the marketing literature.

The Influence of Simple and Complex Tropes on Believability, Importance and Memory

Abstract: This research focuses on one type of figure of speech, tropes, and investigates their effects on persuasion and memory. Tropes are phrases in which the combination and ordering of the words causes them to take on unexpected meaning. The results of two experiments suggest that tropes can influence both the persuasiveness of and memory for advertised information. Complex tropes appear to influence persuasion without lasting memory effects, while simple tropes seem to be more memorable but not more persuasive. This suggests that the objective of an advertisement be clearly defined before the specific message tactic is chosen. Simple tropes may be more suitable for informative and reminder ads, while complex tropes may be the appropriate choice for persuasive ads.

Behavioral versus Demographic Predictors of Early Adoption: A Critical Analysis and Comparative Test

Abstract: Predicting which consumers will be amongst the first to adopt an innovative product is a difficult task but is valuable in allowing effective and efficient use of marketing resources. This paper examines the accuracy of predictions made about likely first adopters based on the most widely accepted theory and compares them to predictions made by examining the relevant past behavior of consumers. A survey of over 1000 consumers examined adoption of an innovative technology: compact fluorescent lightglobes. The results show that variables which were derived from a utility and awareness perspective were a more accurate and managerially useful predictor than the demographic variables derived from the widely accepted theory based on the work of Rogers. It is suggested that these alternative variables could be utilized more readily by marketing managers in many circumstances.

Leadership Behaviors in Sales Managers: A Level Analysis

Abstract: This study of industrial salespeople explores the appropriate level of analysis for leadership behavior in sales managers. Sales management literature on compensation, motivation, training, etc. suggests that the sales manager makes decisions for each sales person as an individual, at the dyad level. However, sales supervisory behaviors are usually studied using group based leadership theories. The Kouzes and Posner leadership model is used to identify the correct level of analysis for leadership in the sales domain related to the job outcomes of role clarity and job satisfaction. Results from Within-and-Between analysis (WABA) provide limited support for the group parts levels of analysis.

Exploring the Effects of Professional Education on Salespeople: The Case of Autonomous Agents

Abstract: This study explored the effects of professional training on the moral development and performance of salespeople. A sample of real estate sales agents and brokers from three states was used. Surveys were distributed at regional and local sales meetings. Results indicate that professional education impacts both cognitive moral development and industry-specific moral reasoning. Moreover, professional education also impacts performance measures such as income and professional tenure. One conclusion is that professional training, in addition to enhancing the likely success of real estate practitioners, can also enhance their moral reasoning skills.

Relationship prioritization for technology commercialization

Abstract: Drawing on stakeholder theory, network theory, and transaction cognition theory, a model is developed for determining the order in which classes of start-up stakeholder relationships should be developed. The stakeholder sequence model is then illustrated by application to a technology intensive start-up involving ‘ground-effect machine (GEM)’ technology. Knowing the efficient order in which relationships should be established is particularly important to entrepreneurs and managers leading technology intensive projects, as venture or project viability may depend greatly on the ability to cultivate the right stakeholder relationships at the right time. Implications are discussed.

The Impact of Noise on Recall of Advertisements

Abstract: Noise, a barrier to learning and communication, is a concept that is widely referred to in marketing literature, yet, has been the focus of very little business research. In this paper, the theoretical background of noise is explored in past psychological and marketing literature. A measure of noise is developed and its impact on recall of advertisements is investigated using a convenience sample of 306 university students. The results indicate that there are external and internal noise dimensions. In addition, analysis of the data reveals that internal noise significantly affects recall of advertisements. Future research and managerial implications are discussed.

Assessing the Impact of Negative Marketing Strategies: The Application of Market Signaling Metrics

Abstract: One important issue to entrepreneurs is whether or not a great idea or product is the most significant ingredient necessary for success in today’s business environment. A new market metric for asse...