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Purpose: This paper aims to empirically identify foodie features and examine their relevance in segmenting German consumers. Furthermore, this study explored potential differences between foodie segments in terms of food involvement and food knowledge. Design/methodology/approach: Data were collected from 500 German respondents in October 2015 by means of two online surveys using a newly developed version of the foodie instrument based on existing literature. Confirmatory factor analysis, cluster analysis, analysis of variance and post hoc tests were applied to analyse the data. Findings: Six distinct consumer segments were identified: passionate foodies (12.0%), interested foodies (21.5%); moderate foodies (21.7%), traditional foodies (17.1%), light foodies (18.2%) and non-foodies (9.5%). The nutritional knowledge questionnaire suggests that passionate foodies have only an average level of food literacy compared to other segments. Research limitations/implications: Behavioural traits and socio-demographic characteristics of foodies and other culinary consumer segments could be time-sensitive, thus future research should take a longitudinal approach so that subsequent decision-making is appropriately dynamic. Originality/value: To the best of the authors' knowledge, this paper is a first step towards the development of a new foodie lifestyle scale which will be useful to identify, characterise and develop effective marketing strategies for targeting highly involved food consumers. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine the effects of cultural differences and the types of relationship closeness involved in recipients' emotional and behavioral reactions after receiving disliked gifts. Design/methodology/approach: Collecting data from Thailand and the USA, two experiments were conducted in a 2 (self-construal: independent/interdependent) × 2 (relationship closeness: close/distant) between-subjects design. Study 1 explores the recipients' feelings and reactions upon receipt of a disliked gift. Study 2 explores the disposition process for a disliked gift. Findings: The results show that a recipient's emotions, reaction and disposition process can be affected by cultural differences and relationship closeness: specifically that close and distant relationships moderate the relationship between self-construal and gift-receiving attitudes and behaviors. Research limitations/implications: Future research can investigate representative groups from other countries to broaden the generalizability of the findings. Practical implications: This understanding can guide gift-givers when selecting gifts for close or distant recipients across cultures. Additionally, it can help retailers develop and introduce new marketing strategies by applying self-construal as a marketing segmentation tool for gift purchase and disposition. Originality/value: This research is among the first studies to offer insights into how individuals in different cultures manage disliked gifts they receive from people in either close or distant relationships. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to systematically review male cosmetics consumption (CC) literature and, given the dearth of research about the topic, especially on Western emerging country contexts, to shed light on the paradoxical behaviour concerning male grooming by empirically assessing the impact of some psychological and demographic antecedents of consumption. Design/methodology/approach: Six hypotheses derived from a systematic review of the literature were tested through structured equation modelling (SEM), based on data of 476 Brazilian men. Findings: The results empirically sustain the positive influence of vanity and masculinity in grooming product consumption, with partial mediation of vanity between masculinity and consumption. Counterintuitively, it also confirms the negative influence of income. Age and marital status are not statistically relevant. Practical implications: Practitioners should invest in marketing actions focusing on low-income men, who showed genuine interest in grooming products, promoting them as powerful tools to improve appearance and social recognition. Additionally, educational and wellness-related campaigns could be effective. Social implications: Beyond profitability, economic growth and men's well-being, the results might affect the whole society through male cosmetics' contribution to blending gender paradigms. Originality/value: This study focuses on an economically relevant segment that defies the status quo. It is the first to systematically demonstrate the state of the art of male CC knowledge and to illuminate the role of psychological and demographic variables in influencing CC, enriching the literature on appearance, gender and consumption. [ABSTRACT FROM AUTHOR]

Purpose: This paper aims to present an exploration of possible associations between the Jungian archetypes frequently used in marketing and three well-known products based on artificial intelligence (AI), namely, Sophia, Alexa and Articoolo. Design/methodology/approach: The study conducted emotionalist interviews to gather thick data from 11 participants on how they conceptualize these AI-based products. In the absence of any existing relevant hypotheses, this paper attempts to build theory using a case study approach and qualitative analysis of interview narratives. Findings: Despite the human attributes ascribed to these products, participants were principally concerned with their purpose, efficiency and the degree of trust which they felt could be accorded to the product. Anthropomorphism emerged as significant with participants making some associations with common archetypes traditionally exploited in marketing and this suggests a possible means of enhancing consumer trust in AI products. Originality/value: Little research has been conducted on the marketing of AI and this study presents a timely identification of some potentially significant issues. As AI is intended to mimic some aspects of human intelligence, the role of the archetype in creating a personality to enhance trust may prove crucial in securing consumer confidence. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations during family grilling experiences. Findings: Based on an examination of the phases, symbolic meanings, and ritual elements of grilling events in Mexico, the results of this study identify a third type of family food consumption ritual, the escape ritual, which has different characteristics than routine and festive family food consumption rituals. Practical implications: The findings indicate the emergence of a more sophisticated family grilling experience that uses new accessories and products. Companies could align their marketing strategies for grilling products and segment their communication messages based on the roles of participants and the symbolic meanings identified in this study. Originality/value: This research studies an experience in light of both ritual and escapism literature. [ABSTRACT FROM AUTHOR]

Purpose: This study aims to examine how an organization's Web-based marketing communication strategies drive feelings of customer gratitude and desired behavioral responses. The study specifically examines how a key cultural characteristic, ethnic identity, works in conjunction with Web quality to influence customers' gratitude perceptions, thereby driving increases in positive word of mouth, repeat purchase intentions and price tolerance. Design/methodology/approach: A major soccer e-retailer based in the USA collected survey data for the study. The authors examined the direct and indirect effects of Web quality through conditional process analysis. Findings: Study findings indicate that customers' Web quality and ethnic identity perceptions significantly influence customer gratitude and performance outcomes. Study findings also demonstrate the central mediating role of gratitude on the main and interactive effects of Web quality and ethnic identity. Practical implications: Study findings suggest that online strategies of cultural-adaptation should go beyond integration of native language to include all key dimensions of website quality, to drive consumer gratitude and ultimately favorable outcomes such as word of mouth, price tolerance and repurchase intentions. Originality/value: This research demonstrates empirical support for the successful deployment of relationship marketing efforts that impact all three dimensions (affect, cognition and behavioral intention) of customer gratitude. [ABSTRACT FROM AUTHOR]

Purpose: The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination. Design/methodology/approach: The methodological approach consisted of a constructivist research paradigm, a qualitative methodology and an interview-based data collection method. Ten in-depth, semi-structured interviews were conducted with yoga practitioners from various backgrounds and yoga levels who have travelled to India for yoga tourism purposes. Findings: The findings determined that interpretation of yoga tourism is crucial in the choice of marketing approach adopted by destinations offering yoga retreats because, as the study has shown, various perceptions of yoga constitute the basis for particular promotional strategies. Research limitations/implications: Future research could expand on the sample size and demographics of the current study by investigating, possibly through comparative means, larger groups of more diversified yoga practitioners from different countries or backgrounds. Practical implications: It was recommended that India's tourism marketers re-design their approach concerning an 'authentic' yoga experience. Indian destination marketing organisations should target those searching for an authentic yoga experience and use imagery that is realistic. Originality/value: The findings of this study have led to the re-positioning of yoga tourism in India, utilising a unique combinative approach in which a more inclusive concept of wellness is juxtaposed against a lack of any religious referencing. It was also revealed that the motivations of yoga tourists are only partially targeted through an undifferentiated strategic marketing approach. [ABSTRACT FROM AUTHOR]

Purpose This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to co-create with a firm.Design/methodology/approach Within the context of a massively multiplayer online role-playing game, the paper uses a naturalistic inquiry approach guided by the core objectives of qualitative research provided by Belk et al. (2012). These objectives include understanding the construct of study, the antecedents and consequences of what is being studied and, finally, the process used by the consumer during the phenomena. Additionally, the results are presented within an idiographic framework.Findings This study finds that co-competition arises when heterogeneous segments of consumers attempt different co-creation strategies with the firm, an overlooked dark side of co-creation and co-production of value. Additionally, the study finds evidence that co-competition may have led to co-destruction of value for both consumer parties and the firm.Originality/value The outcomes of this process could have significant financial and reputational impacts for the firm resultant from alienating both types of consumers competing for the rights to co-create. The conceptual framework established here provides a guide through which further investigation of co-creative forces can occur. [ABSTRACT FROM AUTHOR]

Purpose This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded content in social media and tests for its effect on consumer behavioral engagement.Design/methodology/approach A sample of brand posts derived from the official Facebook pages of top corporate brands was double-coded using an elaborate coding instrument. Message strategy was operationalized using three main message strategies (i.e. informational, transformational and interactional) and their paired combinations. Consumer behavioral engagement was operationalized using consumer actions of liking and sharing brand posts. Proposed relationships were tested with MANCOVA and univariate ANOVAs.Findings Results indicate that the transformational message strategy is the most powerful driver of consumer behavioral engagement, while no significant difference is observed between the informational and the interactional message strategies. Further, complementing the informational and interactional message strategies with the transformational message strategy markedly enhances their effectiveness.Practical implications Useful managerial guidance to develop effective message strategies is offered. In particular, the importance of transformational messages, both as a standalone and a complementary message strategy, is underscored. By mastering and deploying transformational messages more frequently in their social media communication, marketers could improve their effectiveness.Originality/value Drawing on a theory-driven typology, this study sheds light on how message strategy shapes consumer behavioral engagement in a social media context. Importantly, the study documents pioneering empirical evidence regarding the effect of combined message strategies on consumer behavioral engagement. [ABSTRACT FROM AUTHOR]

Purpose Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question such a uniform view by adding a perceptional dimension to the two concepts.Design/methodology/approach Semi-structured interviews with 58 marketing professionals and customers were used to explore ten propositions and map associations in the perceived brand portfolios, based on the brand concept map methodology.Findings The study reveals systematic differences between the collective view of company representatives, who name fewer brands associated through more sophisticated and highly connected brand systems and customers who include more partners and competitor brands in the portfolio, who also name more brands and connections in total.Research limitations/implications Implications of the results are analysed and future research is suggested to determine the generalizability of the findings and the economic implications of discrepant internal and external views of a brand architecture and brand portfolio.Practical implications Academics should relate to this dualism by compensating for the effects of the associative predisposition of employees versus customers when interpreting results of studies related to brand portfolios and brand architecture. Marketing practitioners must actively acknowledge and manage the role of partners and competitors as part of the company’s external brand portfolio.Originality/value This study is the first to problematize the unilateral interpretation of brand portfolios and brand architecture by introducing a dual view of these concepts based on internal (employees) and external (consumers) perceptions. [ABSTRACT FROM AUTHOR]

Purpose This paper aims to clarify a situational factor that might interfere with the intended outcome of a cause-related marketing (CRM) ad on social network sites (SNSs): statements about the motivation of the sponsoring company for supporting a social cause. This study also aims to explore how highly skeptical consumers and consumers with lower levels of skepticism differ in their responses to CRM ads.Design/methodology/approach In Study 1, a total of 409 college students took part in an online experiment through Qualtrics. The online experiment followed a 2 (statement of motivations: both of firm and public benefits vs public benefit only) × 2 (skepticism: high vs low) between-subjects design. Skepticism was determined post hoc as a two-category variable to analyze its effect on the relationship between the statement of motivations and attribution. In Study 2, a total of 533 adults took part in an online experiment. Multigroup analysis was used to test the hypotheses.Findings This study found that firm’s acknowledgments of firm-serving motivation, as well as of public-serving motivation, could be an effective marketing strategy to reduce consumer skepticism about the firm’s motives. The procedure by which a consumer perceived and evaluated the motives of a company determined the effectiveness of the company’s CRM ads. Temporary state of skepticism induced by an attributional thinking process is found to play a significant role in diminishing perceived corporate credibility. Finally, a consumer’s perception of a company’s credibility has a great impact on their intention to join that company’s brand page.Research limitations/implications This study advances theories about consumers’ defensive mechanisms that can help predict their favorable responses to the brand pages featuring CRM on SNSs.Originality/value This study extends previous literature by directing academic attention to consumers’ perceived attribution as a theoretical mechanism that can help predict consumers’ favorable responses to brand pages featuring CRM on SNSs. This study also extends previous research on skepticism by showing that consumer skepticism can be either an enduring trait or a temporary state. The findings suggest that marketers may be able to inhibit the development of consumer skepticism by publicly stating the potential firm-serving benefits of its actions. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is to investigate the influence of different spatial representations (foreground and background) of a product image on the package on the consumer emotional state and intention to buy the product, drawing upon the construal level theory (CLT).Design/methodology/approach Two between-subjects experimental designs were conducted. A face-reading software was used to measure the emotional reactions of participants while watching the stimuli.Findings Empirical results showed that the foreground representation of the product, triggered by a lower perceived psychological distance between the subject and the product, generates more positive emotional responses compared to the background representation. However, the purchase intention did not significantly differ between the foreground condition and the background condition.Research limitations/implications The study enriches the literature on CLT and provides some guidance to manufacturers and product managers for the understanding of the role of packaging in influencing consumer behaviour.Originality/value The paper contributes to the research on the presence of the product imagery on the package. The focus is shifted from the presence/absence of the picture to its position (proximal or distal). This aspect has been neglected in previous studies. Moreover, it is the first application of face reading to support CLT basic assumption and enrich extant marketing research on packaging. [ABSTRACT FROM AUTHOR]

Purpose This paper aims to explore the role of surprise in reducing the negative impact of an undesired emotion, such as embarrassment, on the attitudes and behavioral intentions of consumers taking part in an event.Design/methodology/approach In total, 220 consumers took part in a pre-test/post-test quasi-experimental within-subject design. Data were analyzed using structural equation modeling.Findings Findings show that an in-store social event designed to elicit young customers’ surprise and feelings of romantic love might also give rise to a relevant negative emotion such as embarrassment, and that surprise can act as a powerful managerial tool in limiting the negative effects of this negative emotion. Moreover, brand attitude and purchase intention are outcomes of positive emotions elicited by the event.Practical implications The study shows that event marketing is an appealing but risky strategy. Evoking surprise is an effective way to manage negative emotions such as embarrassment that can arise unintentionally during an event.Originality/value The research contributes to the understanding of the role of contradictory emotions in a specific social experience, namely, the event, and focuses on unplanned and undesired the affective contributions of customers. [ABSTRACT FROM AUTHOR]

Purpose This research aims to investigate whether and how differences may exist in children’s preferences of package design across cultures, with a focus on three aspects of package design: curvilinearity, figurativeness and complexity.Design/methodology/approach A large-scale questionnaire survey has been conducted in a face-to-face setting in the USA and China, generating valid responses from 763 American children and 837 Chinese children of age 3-12 years.Findings Unlike previous findings among adults, children from both cultures were found to unanimously prefer curved package design. Nevertheless, Chinese children showed greater preferences for figurative and complex package design than American children; these tendencies increased with age, suggesting significant age–culture interactions.Research limitations/implications The surprising finding of the lack of cultural difference in children’s preferences of curved package design suggests that such cultural preferences established in studies of adults may not emerge through time via cultural/social learning until after age 12. The limited cultures, stimuli and factors included in the study call for replications of the study in more realistic and broader settings.Practical implications The findings provide package design guidelines for consumer product marketers and designers/innovators targeting the Chinese and American children’s markets. Curved package designs are preferred by children from both cultures. Nevertheless, marketers should choose figurative and complex package design in accordance with the target children’s age and cultural background.Originality/value This study contributes to the limited empirical consumer behavior research on package design, especially that of children’s products. It also extends the literature on cultural psychology, experimental aesthetics and developmental psychology. [ABSTRACT FROM AUTHOR]

Purpose This study adds to the research on disgust by proposing a theoretical framework encompassing contamination-based, moral and structural disgust dimensions. The study empirically assesses the impact of these three dimensions on consumers’ purchase intentions for different product categories.Design/methodology/approach The study investigates consumer reaction to disgusting stimuli related to attractiveness, expertise and trustworthiness products by means of closed-ended questionnaires administered to three consumer samples.Findings Contamination-based disgust reduces the intention to purchase expertise products. Similarly, structural disgust reduces the intention to purchase trustworthiness products. Moral disgust seems to have a positive effect on the intention to purchase attractiveness products.Research limitations/implications Marketing strategies for expertise and trustworthiness products should emphasize their pureness and capacity to match consumer expectations, respectively. Ad hoc strategies centered on moral disgust could be designed for attractiveness products.Originality/value This study proposes a new conceptualization of consumer disgust and shows that the identified disgust dimensions have different effects on consumer intention to purchase attractiveness, expertise and trustworthiness products. [ABSTRACT FROM AUTHOR]

Purpose Political marketing is unable to reach out or influence voters as it once did. This study aims to identify means for political marketers to effectively reach to voters. Specifically, this study examines the role of different WOM/e-WOM political messages (shallow vs deep) delivered through various communication channels on voters’ message evaluation, believability, attitude towards the message and communication, message involvement, voting intentions and WOM/e-WOM intentions.Design/methodology/approach Two experimental design studies were conducted to test the research hypotheses. Data were collected from age-based voting cohorts through snowball sampling and online consumer panels.Findings The results suggest that political WOM/e-WOM messages received via different communication modes are perceived differently by age-based voting cohorts in terms of message evaluation, believability and attitudinal dispositions. The perceived credibility of the communication source makes a difference in such evaluations and dispositions. Also, the complexity of message impacts behavioral intentions of age-based voting cohorts differently. Older (younger) voter cohorts are more receptive to complex and detailed (short and brief) messages. Political message involvement mediates the relationship between message believability and voting intentions, as well as WOM/e-WOM intentions.Research limitations/implications The results are limited in terms of generalizability due to the experimental nature of the studies. Future research may seek to use actual candidates and examine the effects of moderators such as the cognition-based needs of respondents to engage in central or peripheral processing.Practical implications Political marketers can achieve greater credibility and effectiveness and partially restore political marketing’s reputation by honoring three guidelines: construct shallower (or deeper) political marketing messages when targeting younger (or older) voting cohorts through internet-connected (or traditional) delivery modes.Originality/value This paper explores an important but under-researched area in political marketing (i.e. the use of WOM/e-WOM messages in political marketing) and identifies important differences in attitudinal and behavioral dispositions of age-based voting cohorts impacted by the choice of communication mode and message complexity. Moreover, the perceived credibility of the communication source (sender) can sway communication mode preferences for age-based voting cohorts. [ABSTRACT FROM AUTHOR]

Purpose The current research contributes to the marketing literature by examining, and more importantly, better understanding a presentation format (i.e. PACE) in which caloric information is complemented with physical activity time required to offset consumption. The purpose of this paper is to systematically evaluate the impact of this approach in both actual and simulated consumption settings while providing evidence of its contribution to healthier decision-making. This research uncovered several important insights into how consumers are influenced by, and respond to, the presence of physical activity time.Design/methodology/approach The paper used experiential designs in five studies to examine how the presence of physical activity calorie equivalent (PACE) information affects consumption. The studies measured both intended and actual consumption behavior. The data were analyzed using analysis of variance as well as bootstrapping methods.Findings The paper establishes that PACE information reduces consumption compared to NLEA-mandated information. We show that the effectiveness of PACE information differs based on consumers’ level of health consciousness as well as food type. Our research also uncovers a moderating effect based on perceived difficulty of the featured activity. Finally, we show the psychological process underlying the effectiveness of PACE information.Research limitations/implications Future research can address the generalizability of current findings across different consumption domains and contexts. Our work focuses on the efficacy of information delivery at the point of consumption. The results of the current study may differ when the decision is being made at the point of purchase for future consumption.Practical implications The paper’s findings represent a win-win scenario for consumers and manufacturers alike. Manufactures stand to benefit from PACE information as many consumers are seeking healthier food options and are willing to pay a premium for items that help them make more healthful choices. Consumers will benefit as well, given the struggle with obesity and other diet-related ills, by being provided with a more effective means of making healthier choices.Social implications Obesity and diet-related chronic diseases are global pandemics affecting consumers throughout the world. This paper contributes to this issue by presenting manufacturers and researchers with a better understanding of how consumers can be encouraged to make healthier choices and overcome the barriers to healthier lifestyles.Originality/value This paper addresses a gap in the literature as well as an important social concern by better understanding how healthier nutrition choices can be encouraged. [ABSTRACT FROM AUTHOR]

Purpose With the development of location-based services and mobile phones, local retailing stores have the opportunity to send location-based advertisings (LBAs) to consumers at a right time and right place. However, knowledge about the influence of LBAs on consumers’ store patronage is limited. The purpose of this paper is to understand how the content of LBAs influences consumers’ store patronage intention. In particular, the paper investigates the influence of perceived accuracy and transaction cost reduction from the content of LBAs on consumers’ store patronage intention through the emotional reactions of pleasure and arousal.Design/methodology/approach This study developed a theoretical model to examine how the content of LBAs influences the store patronage intention of consumers. Empirical data were collected from 351 undergraduate and graduate students. The partial least squares technique was used to test the research model.Findings Perceived accuracy and transaction cost reduction from the content of LBAs have a significant influence on the store patronage intention of consumers through pleasure and arousal. Brand image and purchase plan are control variables.Originality/value Knowledge about the influence of LBAs on consumer store patronage is limited. This study provides empirical evidence about how perceived accuracy and transaction cost reduction from the content of LBAs affect the emotional reactions of consumers and then determine their store patronage intention. [ABSTRACT FROM AUTHOR]

Purpose The present study aims to further examine the persuasive effect of pictures in a print ad according to the recipient’s ability to process the information and to observe to what extent the presence of a picture could negatively influence recipients’ attitude toward the ad’s verbal claim.Design/methodology/approach Two studies were designed to manipulate the presence vs absence of an attractive/unattractive picture, the kind of verbal claims (affectively based vs rationally based) and the recipient’s ability to process the ad (cognitive load vs no cognitive load).Findings Main findings showed that the presence of an attractive picture elicited an unfavorable attitude toward the functional verbal claim when recipients were not cognitively charged. Furthermore, it proved to be a mediator of the influence of pictures on attitude toward the ad. The positive influence of an attractive picture on product evaluation and purchase intention was greater under a cognitive load but showed contrasting results for price perceptions. For the unattractive picture, cognitive load was found to be a moderator only when recipients had to infer the product price.Research limitations/implications The present research emphasized the negative influence of attractive pictures on functional verbal claims and the moderating role of cognitive load on pictorial stimuli either acting as peripheral or central cues in the persuasive process.Practical implications Practitioners may want to consider that an attractive picture in advertising is not always the best route for persuasion, especially when the verbal ad content emphasizes the product’s properties.Originality/value The present study provides new insights regarding the role of pictures in advertising persuasive effectiveness. Until now, no research had addressed the extent to which the presence of a picture could affect processing of an ad’s verbal claims. Additionally, the present study expands research on persuasive communication and affirms the necessity of more intensively investigating the role of pictures in advertising under the rubric of information processing level. [ABSTRACT FROM AUTHOR]

Purpose Marketers often combine products in bundles to increase demand. Research has shown that itemizing the prices of the individual products in the bundle raises evaluations in some situations. The purpose of this paper is to investigate how bundle size influences the effect itemizing prices have on bundle evaluation.Design/methodology/approach The authors conduct two experiments. In the first, they test the effects of price presentation formats (itemized vs consolidated) and bundle size on consumers’ evaluations of product bundles. In the second experiment, they test the proposed mechanism that itemizing the price leads to a more realistic price expectation which in turn enhances evaluation. The authors also test whether this effect is stronger for larger bundles.Findings In Study 1, the authors find that large, but not small, bundles are evaluated more positive when presented with itemized prices. In Study 2, mediated moderation analysis supports the prediction that price expectation mediates the effect of the price presentation × bundle size interaction on bundle evaluations. The findings show that itemizing prices results in more realistic price expectations and that this effect is stronger for larger bundles. In turn, more realistic price expectations lead to higher evaluation.Research limitations/implications The implication of this research is that by directing attention to individual items in the bundle, consumers are better able to assess bundle benefits. More research is needed to investigate other potential explanations for the findings in Study 1. Further research should also investigate whether the findings reported here holds in other settings, with other products and with other types and size of bundles.Practical implications Managers are recommended to itemize the prices of product bundles, particularly when bundles are large.Originality/value This paper extends our knowledge about the effect itemizing the prices of individual items in a bundle has on consumer evaluation by demonstrating the moderating effect of bundle size and showing that more realistic price expectation explains these effects. [ABSTRACT FROM AUTHOR]

Purpose In promotional ads that contain both the Regular Price and Sale Price information, this paper aims to investigate whether changing the font sizes of these two prices has an effect on how consumers process the ad message. The authors use acquisition-transaction utility perspective to identify key differences in mechanisms invoked by the larger font size of the Regular Price vs that of the Sale Price.Design/methodology/approach Study 1 uses eye-tracking apparatus to study subjects’ responses to a full-color, realistic-looking ad for a digital camera. Study 2 uses a survey questionnaire to gauge subjects’ responses to a similar print ad. The font sizes of Regular Price and Sale price were manipulated while keeping all the other elements of the ad the same. Subjects were undergraduate students who participated in the study for a small incentive.Findings The authors find that making the relative font size of Regular Price bigger invokes a transaction-utility mechanism where customers’ attention is focused on the savings that can be had using the promotion. A bigger font size of Sale Price invokes an acquisition-utility mechanism that draws on the customers’ value consciousness.Research limitations/implications The use of student subjects and only one product category in the experiments may limit the generalizability of the study’s findings.Practical implications In print ads, managers predominantly use a bigger font size for the Sale Price. This study suggests that the choice of a bigger font size should really be driven by the objective of the promotion: a bigger font size for Sale Price is advised if the objective is to take an acquisition utility approach, whereas a bigger font size for Regular Price is advised for using a transaction utility approach.Originality/value This study is the first attempt at using an acquisition-transaction utility perspective for understanding the use of relative font sizes in the context of price promotions. [ABSTRACT FROM AUTHOR]

Purpose The purpose of this paper is to investigate the impact of adaptive selling (AS) when “click and brick” in control multichannel consumers (MCCs) encounter in-store salespeople.Design/methodology/approach An online survey was administered to 387 college students from several southeastern colleges in the USA. The study consisted of a single manipulated factor (AS: high vs low) and a second measured factor (degree of MCC search: high vs low). Covariance-based structural equation modeling was selected and analysis was conducted using IBM SPSS AMOS 22.0.0.0.Findings The findings indicate that while perceptions of control in the retail store increase as customers engage in more multichannel search behavior, the path from perceived control (PC) to purchase intention (PI) is also positively affected by AS as multichannel search increases.Practical implications To increase in-store purchases by consumers using the physical location as an information channel, professional sales training, specifically AS skills, should be considered by retail managers for in-store sales personnel. Our findings suggest that salespeople can use AS skills to increase the likelihood of the MCCs’ in-store PI while not reducing their feelings of PC.Originality/value In a time where many marketers struggle with how to combine multichannel retailing efforts effectively, this research confirms that new channels create MCCs who desire control. AS shows promise as a technique for retailers to use when selling to a consumer who values control. [ABSTRACT FROM AUTHOR]

Purpose This paper aims to investigate the impact of brand equity on Chinese consumers’ affective attitudes toward luxury brands and their behavioral intentions by applying the cognitive-affective model. The interaction effect between face saving and consumer’s affective attitude on luxury consumption is also examined.Design/methodology/approach A field survey was conducted using a sample of 248 luxury consumers in three Chinese cities.Findings Brand equity was found positively to predict Chinese consumers’ affective attitudes and their willingness to pay a premium price for a luxury brand. Moreover, consumers who highly value face saving were found to be more willing to pay a premium price, even though they hold a less positive attitude toward the brand.Research limitations/implications The use of cross-sectional survey data with young Chinese consumers in first-tier cities may limit the generalizability of the findings as well as precluding the making of causal inferences.Practical implications Global luxury marketers who plan to enter the China market can utilize marketing strategies to create prestigious value and appeal to consumers who seek for social approval and status.Originality/value Previous published studies of brand equity and luxury consumption have primarily emphasized Western markets. These findings advance our understanding of luxury purchase intention among young Chinese consumers, for whom the need for social acceptance acts as a crucial motivator in luxury consumption. The results contribute to amplifying the brand equity concept by taking cultural context into consideration. [ABSTRACT FROM AUTHOR]

Purpose -- This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the environment; however, only a select few mirror their intentions with actual green behaviors. Design/methodology/approach -- A critical incident technique is utilized in the first study, followed by a quantitative study analyzed via cluster analysis for the second study. Findings -- Results suggest the green gap exists for several reasons, of which price is most commonly noted. However, factors such as poor perceptions of quality, lack of green product availability and brand loyalty to conventional products appear to be important issues leading to the gap as well. Additionally, the type of product sought for purchase appears to impact the prevalence of the green gap. Research limitations/implications -- Future research should seek to extend the present study by monitoring actual usage rather than intentions, as well as an examination of strategies that may help to minimize the green gap. Practical implications -- Consumers need to understand why green products are priced higher, the benefits they offer and the impact they can make as an individual. Additionally, firms competing in specific product categories can alter their strategies to better capitalize on the motivations of their target markets. Originality/value -- Past research has focused on why consumers buy green, but there is a lack of research on why consumers fall into the green gap -- that is they have the intention of going green, but don't. This research examines factors surrounding the green gap and the role of product type in the prevalence of the green gap. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to explain that theories provide an important tool for practitioners in guiding decisions by explaining and predicting consumer decision making when new specific research data might be unavailable. This is true despite the problems caused by some academic journal articles’ use and abuse of theory development. The argument for this crucial role of theory in marketing practice explains reasons why many practitioners dislike academic research and related theory development, as well as points out where practitioners’ criticisms are valid. Design/methodology/approach – Delineation of problems in journal articles and some research notes the overall value of work for marketing practice and (indirectly) points out the important value of practitioner-focused research publications. Findings – While marketing practitioners are wrong to condemn all theory development as useless, too often in too many ways, researchers and journals deserve it. Yet, despite the problems, marketing practice needs marketing theory. Originality/value – This paper points out an ongoing common myopia of marketing practice, whereby practitioners miss out on the value of theory development. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income. Design/methodology/approach – A survey was designed that asked subjects their attitudes toward the various social marketing practices that were uncovered through an analysis of recent literature from ABI-Inform, Fordham University's Center for Positive Marketing and focus groups. The survey was administered to 232 subjects and included information regarding race, gender, and income. Survey results were analyzed using latent class analysis (LCA). The results of the LCA were used to develop a correspondence analysis map. Findings – The results confirm the importance of key demographic factors (income, gender, and race) in understanding consumers' perceptions of socially responsible marketing. Research limitations/implications – One limitation is that the sample was collected in Baltimore, Maryland and not entirely representative of the population of the USA. Another limitation is that consumers’ perceptions of socially responsible marketing are only captured at one point in time rather than showing the evolution of a belief. Practical implications – Marketers need to target their messages carefully if they are promoting socially responsible marketing as a differentiating factor. Understanding how each demographic group responds to these socially responsible marketing messages can assist managers in their promotional efforts. Originality/value – Limited research has been completed that segments the market with regards to socially responsible marketing options. The research explores these segments by surveying active consumers. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to investigate psychographic, demographic and situational characteristics of Baby Boomer generation consumers, specifically in relation to their consumption of financial services. Design/methodology/approach – A survey was pre-tested and 776 responses (77.6 per cent response rate) were subjected to correlation and ANOVA analysis. The survey covered a wide range of variables for decision making for financial services, including situational, demographic, and psychographic. Findings – Consumers who scored higher on scales for competitiveness and need for material resources tended to have higher incomes. Mature consumers were likely to face major life events involving their children and parents, but these events were least likely to prompt the use of a financial service adviser. However, some respondents showed a propensity for seeking financial advice in relation to many types of life events. There were also relationships between seeking financial information from certain service providers. Research limitations/implications – The paper's findings assist in building a picture of the psychographic and behavioural tendencies of the largest age cohort. Practical implications – The findings suggest strategies for: cross-selling through referral networks of different financial service providers; communications to increase awareness of the likelihood of financial pressures from aging parents, potentially concurrently with adult children; and lead generation based on the likelihood of having a higher income, seeking financial advice and using financial services. Originality/value – There is a dearth of literature on the consumption behaviour of mature consumers in relation to financial services. Financial services are a major industry in most developed economies and sound financial management is critical for the Baby Boomer cohort. This paper assists in understanding this significant market to facilitate enhanced marketing strategies. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this study is to determine a comprehensive model of millennial usage of interactive technologies in the current marketing environment based upon actual behavior. Design/methodology/approach – A data mining approach using decision tree analysis (DTA) generates two comparative models (i.e. millennial versus generation X and millennial versus baby boomers) of interactive media usage across 21 technology applications. A large national sample (n=3,289) sourced from the Kantar Retail IQ constitutes the data for the models. Findings – Millennial respondents indicate significantly higher usage of interactive media compared to both generation X and boomers across 14 applications. Models indicate that millennials use interactive technologies for utilitarian/information gathering purposes as well as for entertainment. However, they are less likely to purchase online compared to their older counterparts. Research limitations/implications – Models provide evidence that both supports and extends previous research into interactive media from a uses and gratifications perspective. Findings suggest theoretical directions for research for economic versus emotional uses of interactive media. Practical implications – Findings suggest that while millennials are adept at using technology for research and interactive purposes they tend to buy in stores, presenting opportunities for multiple channel marketers and challenges for those who market online exclusively. Originality/value – The paper provides a realistic, comprehensive empirical model of interactive consumer behaviors across three prominent US cohorts within the current generational cycle. [ABSTRACT FROM AUTHOR]

Purpose – This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment and willingness to buy foreign products. Design/methodology/approach – Empirical data were collected from a sample (n=225) of Taiwanese consumers. The data analysis used bivariate correlations, repeated general linear modeling, and structural equation modeling. Findings – Cultural similarity between consumers' home country (region) and a foreign product's country of origin has: a positive impact on consumers' product evaluation and willingness to buy foreign products; a weakening effect on the negative impact of war and economic animosity on willingness to buy foreign products; and a weakening effect on the negative impact of consumer ethnocentrism on their willingness to buy foreign products. Originality/value – This study not only enriches the animosity model of foreign product purchase, but also offers additional insights for international market entry and international marketing strategies. [ABSTRACT FROM AUTHOR]

Purpose – Previous studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of consumerism development and cultural values. This study aims to test these competing hypotheses using econometric decomposition to identify the source of such cross-country variations. Design/methodology/approach – Using survey data of consumer attitudes toward marketing from China and Canada, this study adopts econometric decomposition to examine the cross-country difference in consumer attitudes toward marketing. Findings – The results show that Chinese consumers have more positive attitudes toward marketing than Canadians and the two countries differ significantly across all predictor variables. However, the results of decomposition suggest that consumerism, individualism and relativism do not have any significant effect on the country gap in consumer attitudes toward marketing, while idealism has a significant coefficient effect. Research limitations/implications – The study finds different effects of cultural values on consumer attitudes across countries and has meaningful implications for international marketing strategies. Originality/value – The study investigates the sources of cross-national differences in consumer attitudes toward marketing using rigorous analyses to improve the accuracy of cultural attribution for international marketing and cross-cultural consumer research. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation. Design/methodology/approach – Data were collected over a three-year period (2009 to 2011) by surveying Millennials at a prominent southwest US university. Findings – Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews. Practical implications – By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews. Originality/value – Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults' implicit consumer preferences based on their early childhood cultural experiences. Design/methodology/approach – This paper draws from research in the area of generational studies, implicit psychological processing, and consumer preferences to propose a method of identifying and confirming key influencers of generational cohorts' implicit preferences. Findings – A more complete understanding of Millennials and other generational cohorts can be gleaned by complementing current methodological approaches with the one proposed in this paper. Research limitations/implications – As preliminary research has just begun using this model, additional research is needed to confirm the theoretical work and association between early childhood influencers and actual purchasing behaviors. Practical implications – The identification of early childhood influencers can be used by businesses for their current marketing strategies with Millennials and other generational cohorts or for product development/updates in anticipation of cohorts "aging into" target markets. Originality/value – The approach proposed in this paper is innovative in its integration of generational cohort analysis with empirical approaches to measuring implicit consumer preferences. [ABSTRACT FROM AUTHOR]

Purpose – This paper seeks to assess how different segments in the movie market respond to three marketing drivers, namely prices, product availability and viewing channels (including piracy). Design/methodology/approach – A total of 12 conjoint profiles were designed with various levels of the three marketing drivers and a questionnaire was administered to respondents from a major Canadian city. Respondents were then segmented by their channels of acquiring pirated movies and a regression model was run to test for their potential differential responses to the three marketing drivers. Findings – The data show that consumers who had recently obtained hardcopies of pirated movies were more price-sensitive than other consumers. On the other hand, consumers who had obtained pirated movies through two channels, namely purchasing hardcopies and downloading softcopies, were not as eager as non-pirates to see the movie as soon as it was released or in a movie theater. Surprisingly, the different segments appear to place a similar value on viewing a movie on an authentic DVD as compared to a pirated one. Research limitations/implications – As respondents were from a convenience sample in a Canadian city, further research should replicate and extend this study in other geographical markets. Practical implications – The findings demonstrate the need to segment consumers of pirated products by the channels of acquisition and suggest that the movie industry's attempt to portray piracy as being immoral or unethical has had limited impact. Originality/value – This paper sheds light on the differences between consumers who obtained pirated movies through purchasing hardcopies and those through the internet. [ABSTRACT FROM AUTHOR]

Purpose – In 2009, US coupons set a new record of 367 billion coupons distributed. Yet, while coupon distribution is on the rise, redemption rates remain below 1 percent. This paper aims to show how recognizing context variables, such as proximity, weather, part of town and financial incentives interplay to determine a coupon campaign's success. Design/methodology/approach – The paper reports an empirical study conducted in co-operation with a restaurant chain: 9.880 Subway coupons were distributed under different experimental context conditions. Redemption behavior was analyzed with the help of logistic regressions. Findings – It was found that even though proximity drives coupon redemption, city center campaigns seem to be much more sensitive to distance than suburban areas. The further away the distribution place from the restaurant, the less does the amount of monetary incentive determine the motivation to redeem. Practical implications – When designing a coupon campaign for a company, coupon distribution should not follow a "one-is-good-for-all-strategy" even for one marketer within one product category. Instead each coupon strategy should carefully consider contextual influence. Originality/value – This paper is the first to the authors' knowledge that systematically investigates the impact of context variables on coupon redemption. It focuses on context variables that electronic marketing channels will be able to easily incorporate into personalized mobile marketing campaigns. [ABSTRACT FROM AUTHOR]

Purpose – This paper aims to show that the congruency between the source of a product being evaluated and the commonly held perceptions of that product's association with a country of origin (COO) leads to a more positive evaluation of that product. Design/methodology/approach – This is an experimental study using two congruent product stimulus categories and two non-congruent product categories, each associated with a Danish and a non-Danish sounding brand name to elicit evaluation of product profiles from a sample of 187 young consumers. Findings – Among all the variables included in the analysis of variance (ANOVA) tables, product-country congruency performed the best. The second strongest main effect is attributed to familiarity with Danish products. The brand-country congruence variable related only indirectly to the evaluation of products from Denmark through an interaction with product-country congruence. Research limitations/implications – Future research should seek to build data sets from a larger number of adult consumers from several countries with more product and brand stimuli associated with multiple countries. Practical implications – Consumers who are familiar with products made in Denmark should be the prime target market for products congruent with Denmark. Because of their strong association with Denmark, these products may benefit from their association with country of design (COD) Denmark in promotional programs. Originality/value – Using cognitive-consistency theory, this paper extends the previous literature on the perceptions of product-country-fit by including the effects of brand-country fit, technological complexity, three dimensional conception of COO, and two separate product evaluation measures, using product-country familiarity, product involvement and product experience as moderators. [ABSTRACT FROM AUTHOR]

Purpose – The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's model and decomposed Ajzen's model, and empirically tests the composite model. Design/methodology/approach – A total of 747 consumer data were collected in three cities of China, Shanghai, Beijing, and Guangzhou, utilizing a series of mall intercept method at two levels of shopping malls in each city. Findings – Among the proposed direct paths to purchase intention (PI), attitude toward the US brand apparel was the most important in explaining contemporary Chinese consumers' purchase intentions, followed by external perceived behavioral control (PBC) and subjective norm (SN). Two Confucian values, face saving and group conformity, did not directly affect PI at all, and face saving only influenced PI indirectly through the increase of attitude toward US brand apparel. Among external PBC (one's controllability toward a purchase) and internal PBC (one's self-efficacy), only external PBC led to PI. Practical implications – By examining the two aspects of PBC, the study validated the importance of consumers' resource controllability (i.e. external PBC) in Chinese purchase behaviors in the midst of rapid socioeconomic changes. This approach advances previous studies that primarily viewed PBC as one dimension. Originality/value – The paper is one of earliest endeavors to consider the decomposed PBC in a composite model. Also, the paper provides early proof that external PBC is more important than internal PBC in purchase contexts. [ABSTRACT FROM AUTHOR]

Purpose -- This paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product -- namely room air conditioners -- under multi-cue situations. Design/methodology/approach -- This study first assesses the impact of a priori perceived differences between brand names, country of manufacture, price, quality, technological advancement, and warranty on product evaluation. Second, the relative importance of the attributes as evaluative criteria is determined by performing part worth analysis. Six pertinent hypotheses are developed and tested. Conjoint analysis is used to develop product profiles that respondents could evaluate via a survey. This is followed by a market simulation to suggest marketing strategies for Malaysian and Japanese products (the latter dominate the Malaysian market). Findings -- The findings indicate the importance of capitalising upon consumer durables' intrinsic qualities, and the need to carefully consider the relationship between price and quality. Ways to take advantage of the strength of foreign brand names need to be understood and operationalised. The simulation exercise also indicates ways in which indigenous and external competitors could take advantage of market opportunities. Research limitations/implications -- The study does place in a Malaysian context, and moreover used a convenience sampling approach. The need is demonstrable for more representative probabilistic sampling. While country of origin effects are understood, other criteria (i.e. design, assembly, and source) need to be considered in future studies. Practical implications -- It is felt that the approach utilised and the simulations developed can be applied in other geographic and cultural contexts and have implications for marketing strategies for branded consumer durable typologies. Originality/value -- The paper identifies and evaluates strategies for more effective competition in the Malaysian room air conditioner market. The use of conjoint analysis and market simulation provides a basis for competitive advantage in a tightly focused market sector. [ABSTRACT FROM AUTHOR]

Purpose -- This paper seeks to explore approaches to consumer-driven optimization of package design utilizing a novel modified conjoint analysis approach. The approach allows for dynamic creation and testing of a large number of design prototypes with consumers and finds optimal solutions on an aggregated, segmented (pattern-based latent mindset segmentation) and individual basis. Design/methodology/approach -- The approach extends the consumer insights-driven process, Rule Developing Experimentation (RDE), introduced by the authors (AG and HM) and developed in cooperation with Wharton School of Business (University of Pennsylvania), to graphical concepts. Findings -- Disciplined experimentation based on individual permuted experimental designs produces more targeted package designs with higher appeal to the consumers. The proposed steps describe fast, parsimonious and actionable process of application of RDE to package optimization, which provides valuable input for designers about consumer preferences. Practical implications -- The paper demonstrates that consumer research could and should be a central part not only at the final stages of the package design but at the initial stage as well. The steps of fitting the research into the package design process are shown providing a parsimonious way to include consumers in the early stages of package design. Originality/value -- The approach could help the marketers efficiently create better packages that consumers like and which will help marketers to differentiate their respective products from the competition. [ABSTRACT FROM AUTHOR]

Purpose -- The purpose of this paper is to explore how bicultural consumers differ from monocultural consumers in terms of personality traits and identity negotiation. Design/methodology/approach -- Through a multidisciplinary literature review, some anecdotally and qualitatively supported differences between biculturals and monoculturals are reviewed and formulated as hypotheses, and a survey is used to collect quantitative data from a mixed randompurposeful sample. Findings -- Relative to monoculturals, biculturals exhibit greater concern about their acceptability within pertinent reference groups and society at large; have comparable levels of need for uniqueness and art enthusiasm; and consume more artwork as a means and in the process of their routine negotiation of (ethnic) identity. Ethnicity, need for social acceptability, need for group identification, and art enthusiasm are predictors of artwork consumption. Ethnicity, in particular, is a key precursor of artwork consumption. Research limitations/implications -- As a starting-point for understanding the bicultural consumer, the study is subject to exploratory research limitations. Originality/value -- As partial manifestations of globalization, businesses are challenged today in several ways by the rise and proliferation of the bicultural neotribe. Businesses do not have to fall victim to these challenges; they can turn them around and strategically leverage them as marketplace opportunities. The study provides some early insights that can help businesses to leverage such opportunities. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to compare the brand personality and brand user-imagery constructs in congruity theory to examine their relationship in the image congruence model as a basis of modeling brand attitudes for publicly and privately consumed brands. Design/methodology/approach - A total of 272 surveys measured subjects' self-image perceptions and subjects' perceptions of brand personality and user-imagery. Congruence measures were used as indicators of the difference between respondent self image and each brand's image, and served as independent variables in stepwise regressions with brand attitude as the dependent variable. Findings - The results indicated that, for publicly consumed brands, user-imagery-based congruence measures contributed more often to the explanatory power of the model. For privately consumed brands, brand personality congruity produced significant regressions but did not account for a large portion of explained variance, while user-imagery only entered one private brand model. Originality/value - Brand personality and brand user-imagery are often used interchangeably in self-congruity theory research. Although both constructs have received past research attention, no studies have compared them in the same study. The study fills the gap in the literature and enhances the usefulness of the self-brand congruity model, providing a knowledge base for determining an overall brand positioning strategy. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to test the consumer perceived value of non traditional media, and the moderating effects of brand reputation, appropriateness and expense. Design/methodology/approach - The approach takes the form of an experimental study of six (real) campaigns, manipulating media type and brand reputation (with appropriateness and expense measured within subjects). Findings - Non-traditional media enhance consumer-perceived value. The effects are greater for low- than for high-reputation brands. High-reputation brands are more sensitive to the appropriateness and expense of the marketing. Consumer perceived value leads to higher purchase and word-of- mouth intentions, Research limitations/implications - The analysis of the mediating effects of consumer-perceived value is exploratory and requires follow up. Being a first test of the effects of non-traditional media, no discrimination was made between different types. This requires further attention. Practical implications - The paper shows that non-traditional media enhance the consumer perceived value of marketing, and suggests that consumer-perceived value is important in generating purchase and word-of-mouth intentions. The approach also gives advice with respect to brand reputation, budget (expense) and appropriateness of marketing. Originality/value - The paper is a first academic test of non-traditional media/guerrilla marketing; it argues that marketing must generate consumer-perceived value in order to be successful and finds support for this; and employs previously neglected (but highly current) variables such as appropriateness and expense. The paper is valuable in its high action-orientation. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to discuss innovative consumer marketing approaches for simultaneous business success and social empowerment at the bottom of the pyramid (BOP) or in subsistence marketplaces. Design/methodology/approach - The paper draws from a research program comprising qualitative methods as well as case study analyses. The central aspect of the approach to this topic is that it is a bottom-up perspective grounded in understanding consumers. The theoretical scope of the paper includes consumption, entrepreneurship, and social capital in impoverished environments. Findings - The authors' key finding is that businesses must follow three principles for consumer marketing - deep understanding of subsistence consumer psychology, social embeddedness, and entrepreneurial empowerment. Research limitations/implications - This research has implications for theoretical and empirical advancement in the areas of structuring marketing activities, social embeddedness of marketing, and consumer policy. Practical implications - This research has implications for several aspects of consumer marketing strategy. The authors categorize these under the following: marketplace research, marketplace solutions, value propositions, communications, partnerships, harnessing social capital, designing marketing structure, and evolving the marketing mindset. Originality/value - This paper suggests that consumption and entrepreneurial productivity are inextricably linked in subsistence contexts with important implications for consumer marketing. The paper has value to BOP researchers and BOP business practitioners wishing to take a nuanced view to understand their markets and serve them better. [ABSTRACT FROM AUTHOR]

The article was written in such a way as to provide to managers and marketing executives a summary of the content contained within the articles in this journal. Particular attention is given to marketing strategies for bottom of the pyramid (BOP) consumers. Information on the challenges marketers face in regard to marketing to poor consumers, the basic needs of the poor, and essential services, such as transportation, medical care, and education. Information on responsible marketing is also provided.

Purpose - The purpose of this study is to examine which changes companies need to implement in their transactional marketing strategy to sell to the poor when launching a product innovation in low-income countries. Design/methodology/approach - The paper confronts the literature on the "bottom of the pyramid" with the diffusion of innovations theory in order to identify the country characteristics that call for marketing changes when entering low-income markets. The authors investigate for one case (the Tara Nano) whether - and how - the company implements changes to respond to these conceptually identified challenges. The case study is systematically analysed and structured according to Kotler's four Ps. Findings - The case shows that companies can create products with functionality and cost advantage for the poor without compromising on safety and comfort. Creating an innovative distribution system pushes costs and builds trust between the company and the customer. Research limitations/implications - The study examines one case from the automobile industry. Marketers would benefit from multiple case studies. Originality/value - The study's originality springs from the confrontation between the bottom of the pyramid and the diffusion of innovations theories. The study is valuable to marketers targeting the bottom of the pyramid. The case study is interesting because the industry (automobile) surprisingly targets a poorer non-traditional customer base (the upper bottom of the pyramid). [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to explain how leading firms can profitably serve poor consumers by targeting the urban bottom of the pyramid (BOP) with appropriate marketing practices. Design/methodology/approach - The approach taken is an integrative analysis of existing literature and new cases. Findings - The urban BOP market is more profitable for large firms than the rural BOP due to its density of wealth, proximity, homogeneity and modernity. While recommended tactics for BOP marketing like rock bottom pricing, innovative products and sachets never produced market leaders, multilevel channels and inclusive pricing led to dramatic BOP sales growth for respected middle-class products. Research limitations/implications - Theoretically, this research demonstrates that the urban-rural divide is a good starting point for the development of context-contingent strategies because successful urban BOP marketing practices were very different to those recommended for the rural BOP It also makes a useful contribution to the question, "Do the poor pay more?" by demonstrating that the answer varies both with the category and the shopping occasion. Moreover, transaction cost theory prevailed: the key success factor for firms with leading products and brands was to find or develop appropriate intermediaries. Practical implications - Firms with successful middle-class products and brands should target the urban BOP Others need not apply. Inclusive pricing and appropriate channels, especially multilevel marketing, can multiply sales and margins. Originality/value - Recent criticism of the BOP proposition leads managers to believe that they must either serve the rural BOP at a loss or abandon the BOP altogether. This research demonstrates that firms can serve the very poor very profitably by targeting the urban BOP. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this article is to examine the bottom of the pyramid (BOP) proposition, where private companies can both be profitable and help alleviate poverty by attending low-income consumers. Design/methodology/approach - The literature on BOP was reviewed and some key elements of the BOP approach were proposed and examined. Findings - There is no agreement in the literature about the potential benefits of the BOP approach for both private companies and low-income consumers. However, further research on characterizing the BOP segment and finding the appropriate business model for attending the BOP can provide some answers to this issue. Practical implications - The article provides some guidelines to managers as to how they need to adapt their marketing strategies to sell to the BOP market, and what type of partnerships they need to build in order to succeed. Originality/value - The article presents a thorough analysis of the key elements involved in the BOP initiative: companies' motivations, characterization of the BOP consumers, and the business model to attend the BOP. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to present an up-to-date examination of the telecommunications industry and attempt to discover how some of the major players are engaging their customers while trying to constantly diversify their service offerings. Design/methodology/approach - The paper examines, case by case, three major telecommunications companies and identifies current and future offerings as they pertain to service initiatives and customer loyalty and retention. The paper also offers a broader overview of the telecommunications industry as a whole and identifies some major trends in the current landscape. Findings - The paper finds that companies with sound customer strategies can use this as a differentiator in an increasingly muddled market. In an increasingly competitive market, customer loyalty efforts can play a major part in the attraction of new customers and the retention of current ones. Companies must transition to offer a suite of services as "bundling" strategies proliferate and further ignite pricing wars. Practical implications - Marketers dealing in the telecommunications arena are entrenched in an exciting era of industry growth. As consumers' choices expand, the importance of a sound customer relationship strategy becomes more and more important for the success of the company. Originality/value - The paper provides exclusive interviews with representatives from some of the largest telecommunications firms in the industry today. It contains expert analysis and breakdown on loyalty marketing strategies that can complement telecommunications service offerings. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to study examples of emerging marketing trends like word-of-mouth and viral marketing, and attempt to determine their measurability in terms of return on investment (ROI). Design/methodology/approach - The study examines real life campaigns from we[known companies and attempt to measure consumer response beyond merely viewing or participating in the campaign, How much of an actionable response can be evoked and measured from viral and word-of-mouth campaigns? Testimonials and commentary from marketers practicing these methods and the pundits that attempt to gauge the effectiveness. Findings - The paper finds that word-of-mouth or viral marketing efforts are not always a sure bet. But a well-placed, calculated and provocative campaign can spark a firestorm of buzz that sometimes can be effective for years in non-terminal new mediums like the internet. While the jury is still out on finding hard quantitative ROI measurements for these campaigns, they can produce hefty returns for brand awareness. Research limitations/implications - Tracking ROI for viral marketing and word-of-mouth marketing campaigns remains an inexact and difficult science. Practical implications - The paper suggest following the included Viral Commandments when creating a word-of-mouth campaign to ensure marketing resources are put to highest and best use. It also suggests focusing on identification of the consumer as a vital step to build advocacy. Viral marketing should not anchor marketing strategy, but when used effectively can be an important ace-up-the-sleeve. Originality/value - The paper explores some recognizable viral marketing campaigns and studies the effects they bad on product sales, consumer advocacy and brand awareness. It teaches important factors to consider when developing word-of-mouth marketing: who is doing it weft, who is not, what lasting effects can a campaign deliver, and are there any effective ways to measure return on investment? [ABSTRACT FROM AUTHOR]

Purpose - Research on fairly-traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non-cognitive approach based on the utilization of behavioral influence strategies. Design/methodology/approach - A field experiment was conducted involving 168 consumers. The experiment took place in the context of a commercial stand in which fairly-traded products such as coffee, sugar, chocolate, and so on, were sold. Three factors were manipulated: the concreteness of the information provided to visitors; the provision of information about the popularity of fairly-traded products among relevant others; and the possibility of receiving concrete feedback from a producer, Findings - The paper finds that, contrary to what was expected, abstract information led to a greater amount of money spent on average by visitors. In addition, knowing that fairly-traded products were popular among relevant others had a significant impact on money spent only when feedback was not offered to the participants. Research limitations/implications - A field experiment does not offer a high degree of control over nuisance variables. The application of the manipulations and the randomization of participants in this study were therefore not optimal. Practical implications - Managers involved in the marketing of fairly-traded products who communicate with potential buyers using concrete messages should make sure that consumers are attentive to their messages. These messages should inform consumers that fairly-traded products are purchased by relevant others. Originality/value - The paper provides useful information on how to influence consumers' attitudes to purchasing fairly-traded products. [ABSTRACT FROM AUTHOR]

Purpose - The purpose of this paper is to explore the role of and the management of creative individuals in organizations. Design/methodology/approach - The paper integrates concepts including a range of recently published (1995-2006) theoretical works in the creative culture, creativity, and innovation literature. Findings - The paper provides information and action approaches to marketers to aid them in harnessing creative talent within their organizations. Relevant literature shows that communities may be magnets that attract or repel creative individuals. Organizations can engineer themselves to become attractive to creatives. If marketers ate skillful in managing creative individuals, the organization may enjoy increased competitiveness. Research limitations/implications - The theoretical concepts that form the foundation of the paper appear to have a significant application to consumer marketing but have not been tested empirically. Practical implication - The study explores a global effect that has implications for the nature and scope of marketing orientation performance. Originality/value - This paper describes the nature and application of creativity and creative culture to marketing. While most literature has concentrated on the city or community level, the paper provides a perspective that may help to nurture the creativity of individuals within an organization. It offers the potential of increasing marketing competitiveness by allowing firms to maximize their creativity as a competitive tool. [ABSTRACT FROM AUTHOR]