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on Marketing |
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Issue of 2015‒05‒16
fifteen papers chosen by João Carlos Correia Leitão Universidade da Beira Interior |
| By: | Elif Akagun Ergin (Cankaya University); Nilay Sahin (Cankaya University) |
| Abstract: | Brand extensions refer to use an established brand name in new product or product categories and are extensively applied as a marketing strategy. Brand extension success factors vary according to cultures. Consumers’ attitude towards extensions is modified on the basis of their cognitional reactions and relations between the parent brand and extended product and/or product categories. This study aims at conducting an exploratory research and revealing the relationship between the parent brand and the extended brand. More specifically, the impact of parent brand loyalty on the extension is explored. Therefore, the main objective is to evaluate the attitudes of consumers towards brand extensions through brand loyalty. The study analyzes consumers’ attitudes towards brand extensions specifically in food and textile industries. This is in particular to portray that consumers respond positively to brand extensions in various industries due to different motivations.During the methodology application process, in-depth interviews were carried out with 16 participants who were selected from employees working for public and private institutions in Ankara, the capital of Turkey. The interviews were conducted in two stages. During the first stage, the interviews lasted approximately 45 minutes and consisted of open-ended questions about participants’ brand choices, reasons for choosing the brands they use. The goal was to evaluate their brand loyalty levels. In addition, the participants were provided with the definition of brand extension and their reactions towards extension were noted. In the second stage, the participants were asked to evaluate their attitudes towards brand extensions in food and textile industries along with the factors that have impact on their evaluations. The participants were specifically observed in terms of their approach to brand extensions where the extension was in a totally different sector from the parent brand. The results indicate that brand awareness has a significant impact on brand extensions with regards to quality and trust. However, this impact is at the highest level when the extension is within the same sector with the parent brand. Whenever the extension is in a different sector, consumers not only have negative attitudes toward that extension but also become suspicious about the parent brand. Thus, quality and trust are pivotal factors influencing consumers’ positive attitudes towards brand extensions. |
| Keywords: | brand extensions, consumers’ attitudes, quality, brand, trust. |
| JEL: | M30 M31 M39 |
| URL: | http://d.repec.org/n?u=RePEc:sek:iacpro:1003145&r=mkt |
| By: | Seitz, Carolin Claudia; Roosen, Jutta |
| Abstract: | Food markets have become more and more globalized. In parallel, the interest in locally grown food products has evolved rapidly. The question arises as to what market potential domestic food products can develop in a regional market relative to export markets. We examine the relationship between consumer ethnocentrism, product image and product involvement regarding locally grown food products. Additionally, the concept of Aaker’s brand personality has been applied. There exists a positive relation between consumer ethnocentrism and the attitude towards domestic food products. Different brand personalities were uncovered to create a strong marketing identity for a region and its food. |
| Keywords: | Brand Personality, Consumer Ethnocentrism, Product Image, Product Involvement, Agribusiness, Agricultural and Food Policy, Consumer/Household Economics, Demand and Price Analysis, Food Consumption/Nutrition/Food Safety, International Relations/Trade, M31, Q13, |
| Date: | 2015–04 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa145:200158&r=mkt |
| By: | Maria Yurina (National Research University “Higher School of Economics”) |
| Abstract: | This research paper covers examples and problems arising from product placement and surreptitious advertising. Product placement and surreptitious advertising are so similar but absolutely different types of advertising, while product placement may not be considered advertising at all. The point at issue arises when it is difficult to determine the real object of advertising. A separate cluster of marketing is a publishing of advertisement information in consumer products, which are not directly available for advertising: for example motion pictures and texts of books. There is a practice when authors include in products mentioning of specific trademarks and its characteristics for consideration. However, in some cases, it is very difficult to distinguish advertising and a describing or information naturally included in the text and is not advertising. The author focuses on the regulation of product placement and surreptitious advertising in Russia, legality of such advertising under the legislation of different countries, lawsuits, risks and academic conclusions. The choice of the research topic is due to different interpretations of these concepts and mixtures with other types of advertising in the research works and contradictory practices and terms found in the regulations of the Federal Antimonopoly service and the decisions of the courts. This research paper will be useful for lawyers dealing with cyber and digital law and all persons interested in legality of advertising materials in mass media and mass entertainment. |
| Keywords: | Product placement, embedded advertising, law and advertising, surreptitious advertising |
| JEL: | K39 K00 Z00 |
| URL: | http://d.repec.org/n?u=RePEc:sek:iacpro:1003289&r=mkt |
| By: | Meyer-Höfer, Marie von; Spiller, Achim |
| Keywords: | Consumer/Household Economics, Marketing, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202747&r=mkt |
| By: | Landwehr, Stefanie Christina |
| Keywords: | Consumer/Household Economics, Marketing, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202746&r=mkt |
| By: | Berčík, Jakub; Horská, Elena; Wang, W.Y. Regina; Chen, Ying-Chun |
| Keywords: | Consumer/Household Economics, Marketing, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202714&r=mkt |
| By: | Ratinger, Tomas; Boskova, Iveta; Tomka, Adam |
| Keywords: | Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202742&r=mkt |
| By: | Gaviglio, Anna; Demartini, Eugenio; Pirani, Alberto; Marescotti, Maria Elena; Bertocchi, Mattia |
| Keywords: | Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202731&r=mkt |
| By: | Barjolle, Dominique; Brecic, Ruzica; Cerjak, Marija; Giraud, Georges |
| Abstract: | Te aim of this paper is to explore consumers' perceptions and habits regarding traditional food in the Western Balkan Countries. In each Western Balkan country, two focus groups were carried-out (total twelve focus groups; eight to ten participants per each – total sample of 104 participants). Results of this study show that consumer motives for the choice of traditional products pertain to higher health, safety, sensory and increasingly also sustainability beliefs and expectation. Results of this study show many similarities in perception as and habits towards traditional food in different WBC. Marketing techniques are critical in conveying authenticity and enhancing the attractiveness of traditional food. |
| Keywords: | Traditional food, Consumers’ Perceptions, Western Balkan Countries, Agricultural and Food Policy, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–05 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa145:200233&r=mkt |
| By: | Boris Jurič (VERN' University of Applied Sciences, Zagreb, Croatia); Dijana Vuković (VERN' University of Applied Sciences, Zagreb, Croatia); Branka Šuput (VERN' University of Applied Sciences, Zagreb, Croatia) |
| Abstract: | Since ancient times human beings have been surrounded by colours and their influences on every aspect of their daily life. Consciously or subconsciously they have used colours to communicate with each other, to project the image of themselves to the others or in order to decorate their environment, to feed themselves and to produce the general feeling of comfort. The aim was to carry out consumer behaviour research on a random sample of 200 respondents about the influence of colours on the decision making process when purchasing products based on sustainable development. We also wanted to gain an insight into how much the meaning of colours influences personalities and the nature of stimuli. We looked into the VALS segmentation and the notions of “self-expression” and “self-image” through the impact of colours. Then we placed it in the context of the development of a sustainable product, i.e. in what way a colour in the product development process, for example packaging, influences the development of a sustainable product and the perception and attitudes in the purchasing decision of such products on the market. With this in mind it is essential to make the potential client feel pleasant and relaxed when entering a shop to buy a sustainable product as opposed to creating a feeling of anxiety or irritation. Purpose: The aim of this work derives from the thesis that colours influence the purchasing decision-making process and that women have a better perception of colour in the process of consumer behaviour. Design: Special attention is given to the influence of colours when purchasing sustainable ecological food products. Since sustainable development is nowadays a global trend it was our intention to establish a correlation between colours and sustainable development. Methodology: The research was carried out as a combination of web survey and ‘face to face’ interaction (ratio 70:30) on a relevant sample of 200 respondents; women accounted for 60%, and men 40% of respondents, 18 to 55 years of age. The aim of the research was to find out consumer behaviour related to the influence of colour in the purchasing decision-making process about products based on sustainable development. Approach: There is an approach with which we prove the thesis that colours hold a high position in the value system when making a purchasing decision. Findings: There is a problem that consumers when buying food products with characteristics of sustainability, apart from products’ eco component also look for a stamp of traditionalism. Originality: The originality of the research model is reflected in the fact that the research was based on the influence of colours when purchasing food products, which unlike conventional products have the characteristics of sustainability. |
| Keywords: | colour, purchasing decision, sustainable development, self-expression, self-image, food products |
| JEL: | L83 |
| URL: | http://d.repec.org/n?u=RePEc:tho:iscthi:confpap2&r=mkt |
| By: | Zeynep Birce Ergor (Cankaya University); Elif Akagun Ergin (Cankaya University) |
| Abstract: | There is an increasing use of social media on a global scale and it has been causing organizations to restructure and adjust their marketing activities. The goal of achieving a sustainable competitive advantage makes it crucial to adapt to the ever-changing trends in the market. Social media contributes to this goal since it has a considerable impact on constructing the brand value for organizations. The social networks helps organizations to enhance the development of strong brands not only through promoting their products and services but also providing them the platform to build strong and reliable relationships with their customers. This paper aims to investigate the role of social media on brands by examining the active role of banks on social networks. For this purpose, the “tweets” of the five Turkish banks with the highest brand values in the banking sector have been analyzed by content analysis method. The sample banks are drawn from the Banker’s annual Top 500 Banking Brands 2014 report. Brand value is used as the selection criteria of the sample banks and “Twitter” social network is considered as the primary social media outlet. The data is composed of the “tweets” and gathered from the official Twitter accounts of the banks having the highest brand values in Turkey. The “retweets” and the texts sent by other Twitter users are excluded. The findings indicate that, the sample banks are active users of social media. They do not only use Twitter but also other social networks in addition to their official websites. In addition, the paper displays specific purposes the banks have for using social media sites. |
| Keywords: | Social media, Twitter, Turkish Banking Sector, Brand Value, Content Analysis |
| JEL: | M00 M31 M30 |
| URL: | http://d.repec.org/n?u=RePEc:sek:iacpro:1003165&r=mkt |
| By: | Weinrich, Ramona; Franz, Annabell; Spiller, Achim |
| Keywords: | Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202752&r=mkt |
| By: | Gayle, Philip; Wu, Chi-Yin |
| Abstract: | Analysts of air travel markets, which include antitrust authorities, are interested in understanding the extent to which the presence of intermediate stop(s) products influences the pricing of nonstop products. This paper uses a structural econometric model to investigate the potential pricing interdependence between these two product types in domestic air travel markets. Counterfactual experiments using the estimated model suggest that in many (but far from a majority) markets the current prices of nonstop products are at least 5% lower than they would otherwise be owing to the presence of intermediate-stop(s) products. |
| Keywords: | Substitutability and Pricing Interdependence between Differentiated Air Travel Products; Discrete Choice Demand Model; Random Coefficients Logit |
| JEL: | L13 L40 L93 |
| Date: | 2015–05–05 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:64190&r=mkt |
| By: | Corduas, Marcella |
| Keywords: | Consumer/Household Economics, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202701&r=mkt |
| By: | Ellison, Breanna; Bernard, John; Paukett, Michelle; Toensmeyer, Ulrich C. |
| Keywords: | Crop Production/Industries, Food Consumption/Nutrition/Food Safety, |
| Date: | 2015–03 |
| URL: | http://d.repec.org/n?u=RePEc:ags:eaa143:202706&r=mkt |