Journal of Research in Marketing (JORM - Techmind Research, Canada)
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99 research outputs found
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Consumers Attitude Towards Location-Based Advertising: An Exploratory Study
Full text linkA location-based service application is a recent innovative mobile application to travel industry. The adoption and use of this application by the consumers’ raised concerns on permission-based information to divulge. This study examined location-based advertising, a new and innovative location-based mobile marketing strategy available to business. The study conducted an interview using a focus group. It found that consumers attitude towards location-based advertising still an issue due to permission-based authority. The implications for the study and future research were discussed. The paper is structured into an introduction, literature, discussion, and conclusion
Economic Foundations of Retailer Price Promotion: It’s All Incremental
Full text linkThis paper states that under several conditions that completely apply to CPGs, incremental retail sales generated by promotional price discounts are entirely incremental to the promoting manufacturer, the promoting retailer and the category, overall. In general, and as observed examining traditional retail point-of-sale data, this implies that there is no post-period reduction in sales (dip) either in the short or long-term, nor is there a reduction of sales for competing brands, nor is there a reduction of sales for the promoted item in competing retailers. It is a Complete Category Expansion Effect (CCEE). The paper discusses the underlying theories of consumer demand that support the CCEE and the lack of economic rationale offered by prior literature. A calibration-simulation example is offered to support the CCEE
Analysis of Consumer Awareness on Twitter Communication and Brand Equity of Bear Brand Milk
Full text linkSocial media has become a favourite non-conventional marketing media. Important aspects in social media are word of mouth (WOM) and the number of communication form and conversation between different parties. Bear Brand milk is a product built by its consumer through WOM. The objectives of this study were to analyze consumer awareness on Bear Brand milk communication program in twitter, and to analyze the relation between twitter communication and brand equity from Bear Brand milk. The method used in this study was a descriptive method to answer questions in problem statement which was a non-hypothesis testing. The data collection process was a questionnaire spreading through email toward consumer that used social media and consume Bear Brand milk. The sample collection technique was a non-probability sampling method through convenience sampling. The results showed that from 125 respondents, 88 respondents (70,4%) were aware of the communication conducted by Bear Brand milk and then from that 88 respondents, 58 respondents (65.9%) continued with a reaction towards its communication. The respondents reaction toward Bear Brand milk communication was consider as the spread from word of mouth. The overall results of this study showed that there was a relationship between communication through twitter social media with brand equity which consisted of brand awareness, brand association, quality preception and brand loyalty
The Dyad Approach: Action / Reaction between Leader and Challenger in Retailing
Full text linkOur aim in this paper is to examine and predict the behavior and the competitive interaction between leader and challenger firms. Specifically,we exploreperceptions of market leaders and challengerstowards competition. Second, we try to explain the influence of competitive actions on the nature of these reactions. The study’s implications for managersare to help them preserve a competitive advantage in the hypermarket business by detecting actions that do not induce reactions
Factors affecting Consumer Purchase Intention of Luxury Perfumes in Algeria: A case study of Consumers in the Twin Cities of Tlemcen and Sidi Bel Abbes
Full text linkIn Algeria, few studies on the factors behind purchase intention of luxury perfumes have been undertaken; the main objective of this research is to study the influence of brand image, social and functional values as well as past behaviour on the purchase intention of luxury perfumes in Algeria, using the theory of reasoned action. This study also aims at demonstrating the impact of social and functional values on attitude. Based on the literature review, a conceptual model is proposed. An empirical study is then conducted among a sample of 306 persons in the twin cities of Tlemcen and Sidi Bel Abbes. Results drawn with the use of the partial least squares applied to structural equation modeling method, show that social and functional values have a significant positive effect on attitude. The results also show, on one hand, that each of the price-quality, brand image, past behaviour and attitude variables have a significant positive impact on purchase intention of luxury perfumes; and, on the other hand, they do not show any significant effect of subjective norm, need for uniqueness and social value on purchase intention of luxury perfumes
Brand Selection on Different Items - A study for Investigation of Bangladeshi Young Customer Priority Level
Full text linkPeoples mind, behavior and attitude are changed very quickly for the globalization & technology. Now a day’s Bangladeshi young customers are well informed about the clothing items and they spent more time for this. This paper explores Bangladeshi young customers buying behavior when they go to purchase different fashion items like- t-shirt, polo shirt, shirt and pant. Data is collected from 350 people from different area of Dhaka, Savar and Gazipur. Data is analyzed as first priority and second priority label for each fashion item. This research helps to know which brand product are got most priority for a particular item, which brand is doing well business in Bangladeshi fashion market etc. Many fashion maker or brand developer is helped by that to improve their fashion marketing, increasing customer demands and build a strong relationship with the customer
The Role of Cognitive and Affective Corporate Reputation in Investor Behavior: An Empirical Investigation in Egyptian Stock Exchange Market
Full text linkThe aim of this empirical study is to examine the perceptions of individual investors in the stock market in Egypt of the construct of corporate reputation and to test the linkages between perceived corporate reputation, perceived trust, affective commitment and investor behavioral outcomes. This study extents the view beyond the cognitive corporate reputation and shed light on the role of affective corporate reputation on investor’s behavioral outcomes. Five hypotheses were tested on a sample of 220 individual investors in Egyptian stock exchange market out of 384 distributed, giving a response rate of 55 per cent. Partial least squares structural equation modeling tool (PLS-SEM) was used to assess the relationships among variables under investigation. The study results confirm that perceived corporate reputation of an individual investor has an important role in explaining his/her behavioral outcomes. Specifically, the results clearly indicated that the cognitive dimension not only dominates in the corporate reputation construct but also has an impact on behavioral outcomes. Furthermore, the finding confirms that affective corporate reputation is a dimension relevant to the reputations of companies; however, its contribution is relatively low compared to cognitive dimensions of corporate reputation in influencing the behavioral outcomes of investors. The results additionally show the direct and multiple mediated effects that link cognitive and affective corporate reputation to investor trust, affective commitment, and investor behavioral outcomes. In particular, the empirical results of this study provide evidence of the positive and significant effect of reputation on behavioral outcomes through the investor trust. However, the study's findings also provide evidence that the indirect relation between affective corporate reputation and investor behavioral outcomes is not straightforward. As a mediator, only investor trust mediates the impact of affective corporate reputation on investor behavioral outcomes, but it is not a strong effect
Green approaches in Hong Kong’s fast-food restaurants and its effects on corporate image
Full text linkPrevious studies have found a positive linear relationship between corporate social responsibility (CSR) and corporate image. CSR was found can improve an organisation’s competitive edge and sustainability. In addition, CSR and the concept of 3R (reduce, reuse, and recycle) can enhance the corporate image and its effect on the performance of fast-food marketing. This research adopted a positivism paradigm and quantitative cross-sectional approach with a sampling frame comprising customers of Hong Kong’s fast-food restaurants which are facing keen competition. 350 sets of data were collected from customers by using a questionnaire to measure four constructs that were adopted from previous studies to identify the relationships between various antecedents and to test four hypotheses. The research found that all direct relationships between CSR and corporate image, and similarly between 3R and corporate image, were found significant and positive. It is believed that 3R plays a better long-term role rather than CSR activities, such as philanthropic acts that help the community and support charities. The research verifies that CSR and 3R practices are appropriate competitive advantage tools to enhance corporate image, which will ultimately benefit the fast-food industry in Hong Kong
Emotional Integration and Advertising Effectiveness:Case of Perfumes Advertising
Full text linkThis paper examines emotions in advertising, its effects and functioning. Using an interview-based experiment on 256 participants, we found that emotions perceived during an advertising exposure could play an important role in eliciting responses towards the ad and the brand. However, this process is true provided that consumers associate the perceived emotion to the exposed brand or its consumption experience. Furthermore, we have identified efficiency differences between magazine ads, depending on how they visually describe emotions. In particular, we study emotional integration in advertising, i.e. salience of emotions expressed towards the ad, the presence of core brand information and clarity of the advertising message about the hedonic attributes of consumption. Interestingly, the impact of the staging process of emotions is moderated by respondents-specific variables, including their need for emotion, tolerance for ambiguity, their need for structure and need for cognition
Is Customer Retention Beneficial for Customers: A Conceptual Background
Full text linkIs it healthy for customers to be enrolled in long-term relationships with service organisations? To find a proper answer for such question, this study has been planned. Customer retention is still a dilemma for many organisations these days for a variety of reasons support this idea such as having high competition status, increasing existing customers switching rate and increasing the cost of allocating, classifying and attracting new customers. Thus, a need has been raised to look at different CR issues again from different views such as is CR happening or not supported by providing a proper classification for customer-supplier relationship. Additional themes were discussed such as the relationship strength, longevity, continuity, relational cost and benefits