1,721,026 research outputs found
Does selling orientation shape customer satisfaction in B2C door-to-door food retailing? The mediating role of customer commitment
No full textIn B2C door-to-door (D2D) selling, personal interaction between sales representatives and customers crucially shapes the overall experience. This study examines how two prominent selling behaviors (consultative vs relational) impact customer satisfaction, considering the mediating role of customer commitment to the salesperson. Building on Construal-Level Theory (CLT), it explores how customer-seller psychological distance affects satisfaction. Findings indicate that consultative selling, emphasizing value and expertise, has a positive direct effect on customer satisfaction. Conversely, relational selling, based on trust and rapport, positively impacts satisfaction only when this relationship is mediated by customer commitment. Results underscore the crucial role of customer commitment when considering different selling orientations in seller-customer relationships within D2D frozen food retail contexts
Brand transgressions in advertising related to diversity, equity and inclusion: implications for consumer–brand relationships
No full textPurpose – Considering the ongoing discourse on diversity, equity and inclusion, brands aim to develop marketing campaigns that demonstrate respect for all individuals. Despite these intentions, many advertisements still provoke strong negative reactions from consumers due to brand transgressions in social media marketing campaigns that violate these values. The purpose of this paper is to analyze the repercussions that such social media marketing campaigns have on brands, categorizing these campaigns as brand transgressions in social media advertising. Design/methodology/approach – This research uses a mixed-method design that includes semi-structured interviews (Study 1), a content analysis (Study 2) and an online experiment (Study 3). Findings – This paper clarifies the elements that qualify as brand transgressions in advertising within the diversity, equity and inclusion discourse. The negative electronic word-of-mouth (e-WOM) associated with brand transgressions in advertising comprises negative emotions (e.g. anger, contempt, disgust and hate) and behavioural intentions to penalize the brand (e.g. negative word-of-mouth, brand avoidance and protest behaviours). The negative e-WOM stemming from these transgressions amplifies the adverse consequences for consumer–brand relationships by negatively influencing other consumers through sympathy towards the offended parties. Research limitations/implications – This paper offers brand managers guidelines for preventing and managing negative consumer reactions towards brands based on their responses to marketing campaigns that contradict the principles of diversity, equity and inclusion. Originality/value – This paper contributes to the literature on brand transgressions related to diversity, equity and inclusion values by exploring their impact on consumer–brand relationships and highlighting the pivotal role of sympathy in perpetuating negative consequences
Integrating tourists’ walk and talk: a methodological approach for tracking and analysing tourists’ real behaviours for more sustainable destinations
Full text linkThis study provides a methodological contribution in the analysis of tourists’ sustainable behaviour. Traditional methods encounter challenges in addressing the attitude-behaviour gap, prompting the need for new approaches. Using diverse big data sources, the paper introduces a novel methodology for analysing real behaviour patterns, extending Social Network Analysis tech-niques. The aim is to identify sustainable behaviours that ease overcrowding, distribute visitor flows, and optimize economic diversification. The method-ology is valuable for local authorities in monitoring tourist behaviours, aiding in informed decision-making for a more sustainable approach to tourism
Digital Retailing: An Abstract for Preliminary Results of a Systematic Literature Review
No full textThis systematic review of the literature (Tranfield et al., 2003) aims to identify, classify, and analyze the main current research fields on digital retailing developing an overall interpretation of the topic investigated
Leveraging organizations’ political activity for consumer engagement
No full textThe developmental study here proposed moves from recent facts concerning global brands which took part in and influenced political discussions surrounding US President Donald Trump’s policies. Although there is a long tradition that considers organizations from a political perspective, the issue of how corporate political involvement is perceived within society is understudied. In this regard, authors propose a conceptual model for investigating the relationship between Corporate Political Activity (CPA) and consumer engagement. Following existing literature, the model considers the types of CPA as moderators of this relationship and the corporate brand reputation as the mediator variable. Two steps of analysis are considered for further empirical application of the model: the first one will apply a qualiquantitative approach collecting data from social media posts of brands and consumers following a political event, while in the second phase an experimental research will be conducted for the confirmation of preliminary results
Brand engagement into self‐concept and culture: a literature review for a future research agenda
No full textThe paper structures the recent literature on brand engagement into self-concept (BESC) and its antecedents (i.e. materialism and status consumption). The research aims to define future research directions on BESC based on consumers’ cultural orientations formulated in Hofstede’s model of cultural dimensions. Bibliometric analysis with the visualisation of similarities (VOS) method and content analysis in the form of thematic analysis were used to examine the research landscape and select the main research fronts on BESC, materialism, status consumption, and cultural dimensions. The data were collected from The Web of Knowledge and Scopus and cross-checked with EBSCO. The recognition that consumer culture contributes to the brand marketing drives companies to engage with their consumers focusing on the self-concept. This study advances the theme of the importance of BESC and culture. It proposes future research directions on cultural dimensions and BESC to develop an understanding of the core drivers and the consequences of BESC among consumers. The findings contribute to developing more effective branding and communication strategies across diferent cultures. The study is limited to three selected databases and Hofstede's cultural dimensions model as a culture metric
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