Journal of Research in Marketing (JORM - Techmind Research, Canada)
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Does Corporate Social Responsibility make any differences when it comes to “Un-substitutable” Product from Customer Point of View
Full text linkCorporate Social Responsibility (CSR) is where a firm apart from making profits, the firm contributes by doing social good as a part of responsibilities to the society and environment. The masked intention of CSR is being questioned whether is the organization practices CSR for promotion or social responsibility in consumer point of view. The findings show that not all consumers trusted organization that practices CSR is real intentions. In regard to the practices, a handful of consumers do take CSR into account while making purchase decision. The evaluation of CSR initiatives had a direct result on the organization’s image and products. Each of the consumer would have their favorite products and to some extent the product is unsubstitutable by others product. Will consumer evaluates the firm of their unsubstitutable products and affects their buying decision on the “unsubstitutable” product in relate to the firm’s CSR
Influence of ethnicity on uniqueness & snob value in purchase behaviour of luxury brands
Full text linkThe concept of luxury has been present in various forms since the beginning of civilization. Its role was just as important in ancient western and eastern empires as it is in modern societies. With the clear differences between social classes in earlier civilizations, the consumption of luxury was limited to the elite classes. It also meant the definition of luxury was fairly clear. Whatever the poor cannot have and the elite can was identified as luxury. With increasing ‘democratization’, (Wong & Ahuvia (1998)), several new product categories were created within the luxury market which were aptly called – accessible luxury or mass luxury. This kind of luxury specifically targeted the middle class (or what is sometimes termed as aspiring class). As luxury penetrated into the masses, defining luxury has become difficult (Shukla. 2010). In contemporary marketing usage, Prof. Bernard Dubois (2004) defines ‘luxury’ as a specific (i.e. higher-priced) tier of offer in almost any product or service category. However, despite the substantial body of knowledge accumulated during the past decades, researchers still haven’t arrived on a common definition of luxury. Many other attempts have been made to define luxury using the price-quality dimension stating higher priced products in any category is luxury. Similarly, researchers have used the uniqueness aspects of luxury too. Prof. Jean-Noel Kapferer (2005), takes an experiential approach and defines luxury as items which provide extra pleasure by flattering all senses at once. Several other researchers focus on exclusivity dimension and argue that luxury evokes a sense of belonging to a certain elite group. Several manufactured products attain the status of "luxury goods" due to their design, quality, durability or performance that are remarkably superior to the comparable substitutes. Thus, virtually every category of goods available on the market today includes a subset of similar products whose "luxury" is marked by better-quality components and materials, solid construction, stylish appearance, increased durability, better performance, advanced features, and so on. As such, these luxury goods may retain or improve the basic functionality for which all items of a given category are originally designed. There are also goods that are perceived as luxurious by the public simply because they play a role of status symbols as such goods tend to signify the purchasing power of those who acquire them. These items, while not necessarily being better (in quality, performance, or appearance) than their less expensive substitutes, are purchased with the main purpose of displaying wealth or income of their owners. These kinds of goods are the objects of a socio-economic phenomenon called conspicuous consumption and commonly include luxury vehicles, watches, jewellery, designer clothing, yachts, as well as large residences and urban mansions
Comparison on the Impact of Standardization and Adaptation on International Marketing
Full text linkStudy of the transformation of marketing solutions in the process of internationalization of a company acknowledge that the structure of marketing strategy in international markets is an evolutionary process and companies face a particular choice: to standardize or to adapt strategic marketing solutions. Seeking for successful international performance companies do not have to adopt one extremity. The objective of the international marketing strategy is to find an ideal combination of integration and rationalization of operations and solution systems in a global market. The goal of this article is to position international companies on a linear continuum revealing their overall approach towards standardization/adaptation, study the reasons influencing international companies' tactical attitude towards it, and lastly presents the primary managerial implications of the results. Furthermore, it identifies the reasons pulling towards adaptation or standardization into significant and peripheral; and present helpful insights towards practical application. This article provides marketing researchers and practitioners with an overview of the major factors that influence marketing tactical attitudes in international markets. This paper investigates the relationship between strategies of standardization and adaptation of the marketing mix and performance in an international context. Among the adaptation choices, price should be the first element of the marketing mix to be adapted, followed by promotion, product and distribution. This research also analyze degrees of adaptation to be applied to different segments, regions, and sectors, among other suggestions
Browsing Behavior: Comparison between Real and Virtual Stores
Full text linkThis research aims to provide a comparison between two environments of shopping in the à point of view visitor behavior. Precisely, we speak of foraging behavior traditionally observed and analyzed in physical stores. This behavior is purely recreational and leisure purpose, pushing more and more decision makers to promote brands to benefit. Having a number of antecedents and consequences of this behavior pushes consumers to create a traffic attracted by certain variables store locations. We’ll compare these two worlds according to browsing behaviour
How Fast-Fashion Apparel Stores are able to Operate Sustainably in New Global Economy
Full text linkIn this modern era, it is vital for all retailers to have a set of knowledge to come up with efficient plans in order enhance customers’ purchasing behaviour when comes to handling patrons from all over the world. In this paper, we will talk about the different type of marketing strategies that are applied to fast-fashion industries so that they are able survive in terms of going into globalization. This paper also explains the purpose and goals of fast-fashion industries as well as how they keep their customers loyally towards their brand
The Impact of Service Quality Delivery on Customer Loyalty in the Telecommunication Industry: A Case Study of Expresso Telecom, Ghana
Full text linkCompanies today operate in an increasingly dynamic and challenging environment. The search for quality service is debatably the most important consumer trend as consumers are now demanding higher quality in products and in services than ever before. The paper examined the impact of service quality delivery on customers in the Telecommunication industry. A sample of 150 customers as well as 13 staffs from the chosen company was used for study. Convenient and stratified sampling techniques were used in selecting 163 respondents. Data was collected from both primary and secondary sources. Primary data was in a form of questionnaires and interviews in eliciting information for the study while the secondary data was culled from other related works from libraries as well as information from the internet. Qualitative and Quantitative research approaches were also adopted .SPSS version 16 was used in analyzing the data. It was revealed from the study that, the company has an excellent customer service policy based on the five dimensions of SERQUAL. The study recommended for the company develops innovative products geared towards the needs of the market
The Initial E-Trust Formation to A Content-Based Web Site : The Role of E-service Quality and Disposition to Trust
Full text linkPrevious researches related to the trust concept have been rich in the field of e-commerce and few of them were devoted to the comprehension of consumer behavior facing the trust in the case of informative website. Thus, this research sheds light on the development of initial e-trust to content-based web sites, more exactly healthcare and wellness web sites, and the effect of this trust on consumer behavioral intent.
An online survey was conducted in order to validate a causal model that explains the development of initial e-trust to content-based web sites by emphasizing the impact of disposition to trust and e-service quality on e-trust and the impact of e-trust on behavioral intent
An Analysis of the Standardization and Global Localization on Cross-cultural Management from Communication and Source of Conflict Point of View
Full text linkCultural factor is recognized as a vital influence to communication as well as the key to success for a business. Cultural awareness helps organizational firm more efficient while behave cross-culturally to the international market. Meanwhile, the global business’s environment has become excessively complex because of the continuous entry of new corporations and private entrepreneurs where they tend to expand their market-share as well as differentiate their brands in order to compete in the world marketplace. Studies have shown that multinational organizations have to emphasize on cross-cultural management while competing with other organizations for the purpose of global expansion. Hence, it is important that businesses in different countries to raise their level of sensitivity, understand and respect towards each other’s cultural difference which would benefits them with the growth of their international business. This paper’s provide an analytical framework and concise version of conclusion of the importance of communication and source of conflict in cross-cultural management whether marketers doing standardization or global localization.  
Global Marketing: Importance of Human Resource and Supply Chain Risk Management to Build a Successful Company from Global Marketing Perspective
Full text linkGlobal markets are expanding rapidly. The term global marketing has been in use only since the 1980s. Before that decade, international marketing was the term used most often to describe marketing activities outside one’s domestic market. Global marketing is not just a new label for an old phenomenon; however, it also provides a new vision for international marketing. This paper mainly examines the organization’s internal management to coordinate their work and achieve certain goals or targets. This paper not only illustrates the challenges of developing and upholding strong trust in global human resource management from global marketing perspectives, but also the challenges that highlight how global marketers manage their global supply chain risk management. While global marketers comprises of members across different locations, cultures, and time, the highlighted challenges are overcome via two communication behaviours, such as cross-cultural communication and computer-mediated, which study describes the communication behaviours that might boost trust in global human resource management which may lead company to success. In today’s increasingly complex environment, risk adjusted supply chain management also focused in this research which can drive into improved financial performance and competitive advantage
Crowd Source- The Big Inexhaustible Organization Resource
Full text linkIn this paper, online jewellery store Bluestone.com had secured $5mn funding from Accel Partners and Meena Ganesh, CEO& MD of Pearson Education Services in June 2013. Crowd sourcing a.k.a. crowd funding has been the key word in business communities predominantly today especially in technological innovations. Both-crowd sourcing and crowd funding meet the cost benefits analysis of any CFO- in all sense. Crowd sourcing is a way of innovation at no cost by people who are not employees but work for the company and Crowd funding-an avenue for low cost capital. Volume meets the value concept explained. Crowd sourcing as a phenomenon is an old concept but widely gaining popularity today. Wikipedia in its current form today owes its success to millions of online contributors for has worked for a common good. Today it is a popular tool for students, journalist world over thanks to this phenomenon. Crowd sourcing has been distinguished as an effective means of open innovation for collecting creative ideas from people who have various degrees of expertise and diversity in knowledge. There are several more benefits expected from the use of crowd sourcing. Crowd sourcing is an effective marketing activity in itself because it is a method of communicating with customers and making customers feel valued(Yoo, Lee, & Choi, 2013). This paper examines and investigates the idea of crowd sourcing as a resource that an organization uses for not only its research and development activities but also for funding, as labour force, a no-cost resource that the organization is not investing upon in any way but reaping benefits from an investment in a non-investment resource. The organization is effectively is reaping on Maslow’s theory benefits and at the same time also a means for marketing communication