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on Marketing |
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Issue of 2015‒06‒27
twelve papers chosen by João Carlos Correia Leitão Universidade da Beira Interior |
| By: | dilek çukul (Anadolu University) |
| Abstract: | Social media has become an important tool for the business of marketers. Increasing exposure and traffics are the main two benefits of social media marketing. Most marketers are using social media to develop loyal fans and gain marketplace intelligence. Marketers reported increased benefits across all categories since 2013 and trademarks increased the number of loyal fans and sales [1]. Therefore, 2013 was a significant year for social media. Feeling the power of Instagram may be one of the most interesting cases. Social media is an effective key for fashion brands as they allow them to communicate directly with their consumers, promote various events and initiatives, and build brand awareness. As the increasing use of visual info graphic and marketing practices in social media, trademarks has begun to show more interest in Instagram. There is also no language barriers in Instagram and provides visuals which are very crucial for fashion industry. The purpose of this study is to determine and contrast the content sharing types of 10 well-known fashion brands (5 Turkish brands and 5 international brands), and to explain their attitude in Instagram. Hence, the content of Instagram accounts of those brands were examined according to post type (photo/video), content type (9 elements), number of likes and reviews, photo type (amateur/professional), shooting place (studio/outdoor/shops/etc.), and brand comments on their posts. This study provides a snapshot of how fashion brands utilize Instagram in their efforts of marketing. |
| Keywords: | Social media, instagram, social media marketing, fashion brand |
| JEL: | M31 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304324&r=mkt |
| By: | Sevgi Ay Öztürk (Anadolu University); Fatma Zeynep Özata (Anadolu University); Feyza A (Anadolu University, Faculty of Economics and Administrative Sciences) |
| Abstract: | Foreign branding as a product naming strategy is very popular. (Batra et. all 2000; Ling 2008). There is an emerging stream of research which empirically examines the effect of foreign branding on consumers’ product evaluations and attitudes. (Li, Murray 2001). However how the foreign brand names effect brand personality is not studied. A brand personality is “a set of human characteristics associated with a brand” (Aaker 1997). Favorable brand personality can enhance brand attitudes, consumer-brand relationships and purchase intentions (Freling, Crosno, Henard 2011). Therefore, studying the effect of foreign brand names on brand personality will contribute to the relevant literature. In this research we have made an attempt to analyze the effect of foreign brand naming on brand personality, attitudes and purchase intention. As a foreign brand name we have chosen English and English sounded words. The desire of consumers for westernization in developing countries (Stanlaw 1987) effected this decision. English, serving as the language of modernity, progress and globalization (Piller 2003) associates with a more urban, cosmopolitan, and upper class way of life and increases the prestige associated with a product (Friedrich 2002; Griffin, 1997; Haarmann 1989). Products with a foreign brand name will be evaluated as having a foreign country origin and improves the brands’ desirability for symbolic, status and enhancing reasons in addition to suggesting overall quality for the developing country’ consumers (Batra 2000) So we hypothesized that; use of English and English sounded brands will differentiate the perception of brand personality, will create more favorable attitude and increase product purchase intentions. We have chosen blue jean and café as products for analysis because of the prevalence of foreign brand names on both categories. Three group of participants were shown a blue jean image created by an advertisement agency for the purposes of this research but the brand names appeared on the blue jean image were different for each group as; Turkish, English and English sounded. Since the consumer may perceive brand personality differently depending on their culture (Lee, Kang 2013 ) we used the scale developed for Turkish consumers (Aksoy, Özsomer 2007) to measure brand personality. The same study is replicated for cafe. For the blue jean product significant differences were found between the Turkish and English/English sounded brands in terms of brand personality perception, attitudes and intention to purchase. For the café category use of local or English brand didn’t make difference on purchase intention. |
| Keywords: | Foreign branding, Brand personality, Brand names, Brand attitudes, Purchase intention |
| JEL: | M31 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304200&r=mkt |
| By: | Huang, Yufeng (Tilburg University, School of Economics and Management) |
| Abstract: | This thesis consists of three essays in quantitative marketing, focusing on structural empirical analysis of consumer behavior. In the first essay, he investigates the role of a consumer's skill of product usage, and its imperfect transferability across brands, in her product choice. It shows that experienced consumers have higher but more specialized demand towards high-end products. The second essay investigates a consumer’s choice of considering a product before purchase. Because consideration is costly in effort, the consumer will purchase fewer products than she likes, and firms have to compete on price to prevent being excluded from consumer consideration. In the third and final essay, Yufeng investigates why the choice to shop online is increasingly sensitive to changes in shopping distance. He finds that the major driving force of this is the reduction in perceived risk to online shopping, when a consumer gains experience in doing so. |
| Date: | 2015 |
| URL: | http://d.repec.org/n?u=RePEc:tiu:tiutis:9cc96a79-43d7-436d-87d3-370b93d82f47&r=mkt |
| By: | Theodore (Ted) Mitchell (University of Nevada, Reno); Shawn Mitchell (Chessboard Communications) |
| Abstract: | The need for a metric, which measures the profit being generated by the firm’s expenditures on marketing activities, has been recognized for many years. Investors and executives are no longer satisfied with traditional marketing metrics, such as customer satisfaction, retention and sales revenues, as measures of marketing performance. More marketers and marketing departments are being held accountable for the profitability of marketing activities. Teaching students about the nature of marketing profit is particularly difficult because the mathematics used to define marketing profit and its rate of return on marketing expense, ROMI, are complicated. The mathematics are more complicated than necessary because conventional definitions make explicit reference to the sales response function that drives the revenues. In this paper the authors advocate using a new and simpler definition of marketing profit that does not make explicit reference to revenue. The proposed definition presents the concave relationship between marketing profit and marketing expenditures as a simple quadratic equation. A simple definition of marketing profit and ROMI as functions of expense that makes no explicit reference to revenue means that courses in marketing management can start, rather than end, with marketing profit as the central topic of marketing management. |
| Keywords: | marketing return on Investment, MROI, ROMI, marketing management, marketing profit |
| JEL: | A12 M31 I29 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304141&r=mkt |
| By: | Ngoulma, Jeannot |
| Abstract: | Willingness to pay (WTP) and consumer’s preferences for dairy products (milk, yogurt, butter and cheese) have attracted attention of researchers. Therefore, several studies have focused on the question of the measure of WTP for these different products. However, these studies found a value of WTP, which is positive or negative between different dairy products, or through the same types of products. We conduct a meta-analysis with the aim to observe the different factors, which can explain the variations of the results of the studies. Therefore, we selected 21 studies (corresponding to 142 observations) which estimates the WTP of consumers for dairy products. A geographical Indication (GI), a Bio label or other signs of quality, differentiates these products. As results, we found that on average, label’s effect is an important quality signal for surveyed consumers. Indeed, GI and Bio label on average increase the WTP of consumers for dairy products. Then, we highlighted that European consumers have an average of positive WTP for dairy products and this result is quite pronounced for French consumers. On the other hand, consumers seem to have a higher WTP for products derived from cow's milk and goat's milk. Finally, among dairy products, cheese has on average a negative and highly significant WTP. These results remain robust, that we use a sample consumer’s (conjoint analysis, auction, choice experiment, etc.) or a sample prices (hedonic price method), even after withdrawal of outliers. We concluded that the case of the cheese deserves more attention due to the particularity of consumer’s WTP for this type of dairy product. |
| Keywords: | consumer, willingness to pay, meta-analysis, dairy products |
| JEL: | Q13 |
| Date: | 2015–06–24 |
| URL: | http://d.repec.org/n?u=RePEc:pra:mprapa:65250&r=mkt |
| By: | Burcu Özdemir Özcan (Anadolu Üniversitesi); Sevgi Ay Öztürk (Anadolu University) |
| Abstract: | Services are produced and consumed simultaneously therefore the interaction between service providers and customers is significant to service company performance (Zeithaml, Parasuraman, and Berry, 1990).It is generally accepted that the problem maker is always the employees in these interactions and employees are perceived as ‘‘perpetrators’’ while the customers are presented as ‘‘victims’’ (Edwards and Greenberg, 2010). Accordingly “customer is always right’ has become an accepted marketing motto for decades. Conversely, Berry and Seiders, (2008) stated that the customer might be unfair sometimes. They may responding unanticipated ways (Harris and Reynolds, 2004), behave dysfunctionally within service encounters (Lovelock, 1994).Consumer misbehavior defined as ‘‘behavioral acts by consumers which violate the generally accepted norms of conduct in consumption situations, and thus disrupt the consumption order’’ (Fullerton and Punj, 1997).Consumer misbehaviors are daily situation for all firms (Fisk et al., 2010), and worth to investigate owing to financial, physical and psychological damage to employess, organizations and other customers (Fullerton and Punj, 1993).The aim of this study is to explore how the customers’ relationship level with the service company effect the customer misbehavior. We have chosen banking industry because of the high level of interactions between service provider and customer. As the customers use more of the bank’s products and have longer years of relationship with the bank, will there be a difference on the customers’ tendency to misbehave? To answer this question the study is conducted at two levels. Firstly, we have got qualitative data from 100 bank staff working in several different banks. We have asked them to describe a customer misbehavior that they have experienced recently and we categorized these misbehaviors accordingly. We have prepared a questionnaire to measure the attitudes of bank customers towards customer misbehavior by using the expressed misbehavior examples and previously used questions in the literature. Customer demographics and number of bank products used by the respondent and length of relationship in years are asked also. The sample consisted of 350 bank customers. As the data gathering process finishes factor analysis of customer misbehavior types will be realized. Bank customers will be categorized based on the level of their relationship and one-way Anova will be used to measure the differences on their attitudes towards customer misbehavior. |
| Keywords: | Consumer misbehavior, dysfunctional customer behavior, servicescape, customers’ relationship level. |
| JEL: | M31 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304425&r=mkt |
| By: | Neviana Krasteva (Sofia University \) |
| Abstract: | The article deals with some of the modern trends in the development of the marketing concept and the military impact on them. The end of the Cold War dramatically changed the perception about the international security environment concept. The downfall of the Eastern Bloc led to the growth of initial wave of hope and reductions in the military spending, but not long after that it became obvious that the world was still a dangerous place and there were many other conflicts that were not resolved and just waiting to escalate. The essence of conflicts has changed. They were domestic rather than international and many scholars focused upon the influence of civil wars over economics. However, those conflicts remained isolated and in the absence of major conflicts such as the Cold War, the path to the development of the global economy and marketing was clear.The simplest attempt for classification of the military conflicts would divide them into two characteristic types: more likely political (i.e. to impose a specific model of policy, political regime, ideological domination or some form of dictatorship…), or rather economical (for seizing and redistributing of markets, of strategic logistic locations or areas rich in raw materials and resources…). Most often the questions circle around/about clarifications who against who, where, with what ways and what purposes it gives one (or several) military conflicts and in the matter of this circle begins the upgrading - for the motives, interests, the “aggressor” and the “aggrieved party” are defined, inevitably some conclusions are made for the ratio justice/injustice etc. – this provides an incentive for conversations, which are too often emotional and make an endless subjective spiral. In the article the argument is presented that classical marketing is losing its importance; the defining characteristics of the future marketing model are discussed: global consumer’s culture - globalization through higher mobility, mass media, music, sport are studied. Further studies are made into the nature of similar and different types of consumer behavior during military conflicts. Some of the applications of new culture in marketing are shown, along consequences of the development of the marketing concept in Bulgaria. |
| Keywords: | marketing, global consumer, new media, new culture, military conflicts |
| JEL: | M31 M39 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304060&r=mkt |
| By: | Muhammad Irfan Tariq (COMSATS Institute of Information Technology, Vehari Campus) |
| Abstract: | The Purpose of this study was to determine the effect of risk aversion on behavioral loyalty in telecom sector of Pakistan. A self-administered questionnaire was used to collect data from respondents using different mobile phone brands on five-point likert scale. Overall 300 filled useable questionnaires were used for data analysis. Data was analyzed through SPSS 21 and AMOS 18. The outcome of various path analyses such as confirmatory factor analysis and Structural Equation Modeling suggest that Risk aversion has direct and positive effect Attitudinal Loyalty; while it has no direct effect on behavioral loyalty Although Risk Aversion has indirect effect on behavioral loyalty through brand affects and attitudinal loyalty as mediator. Different factors are investigated and studies in this study which connects risk aversion with behavioral loyalty. As a result research endeavors to fill the gap about the lack of academic literature on risk aversion and behavioral loyalty relationship in Pakistani context. The results suggest that practitioners may need to be responsive of Loyalty programs as a key indicator in strengthening customer relationship management. The study proposed theoretical implications for Risk aversion and customer loyalty construct. The study will further help practitioners as well as academicians to formulize novel theories to understand consumers’ behavior. |
| Keywords: | Risk aversion, behavioral loyalty, attitudinal loyalty, brand affects, customer relationship management |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2303924&r=mkt |
| By: | Fatma Zeynep Özata (Anadolu University) |
| Abstract: | A mobile app is a computer (software) program designed to run on smartphones, tablet computers and other mobile devices (Wikipedia). The increased use of mobile devices and mobile Internet has led to an explosion of the development and download of mobile applications. Businesses started competing to have a mobile application to gain competitive advantage or stay competitive. But despite the success of some, the majority of mobile applications fails outright or is not as successful as expected. So this study aims to define the factors that affect user satisfaction as a success measure of mobile applications. I/S Success Model is used as a basis for this study, and the model is expanded with the constructs related to flow. The research framework includes seven antecedents (system reliability and design, perceived ease of use, content usefulness, content quality, focused attention, perceived enjoyment, and flow) of user satisfaction that were derived from existing information systems, m-commerce and applications literature. The structural equation modeling (SEM) method was applied to evaluate the hypothesized relationships among the constructs in the theoretical model developed. The results of the study showed that system quality and information quality are important determinants of user satisfaction, but flow does not have a direct influence on user satisfaction. The most striking finding of this study is that perceived enjoyment is a significant determinant of satisfaction with mobile applications. Based on the findings, companies involved in m-commerce should focus on not only to improve the usefulness or quality of the system but also the design features of the applications that enhance enjoyment and the experience must also be considered carefully. |
| Keywords: | M-commerce, Mobile applications, User satisfaction, System quality, Content quality, Flow experience, Perceived enjoyment, Hedonism |
| JEL: | M31 |
| Date: | 2015–06 |
| URL: | http://d.repec.org/n?u=RePEc:sek:ibmpro:2304356&r=mkt |
| By: | Mark Kilgour (University of Waikato); Riteshni Tarak (University of Waikato) |
| Abstract: | New Zealand’s economy is highly dependent on its agricultural sector (dairy, beef and sheep farming). Agriculture accounts directly for approximately 4.5% of the economy’s real GDP and contributes over 50% of the total export earnings (The Treasury, 2014). Despite this, there has been a steady decline in New Zealand’s market share in the global meat market, with a ten year meat production growth rate, between 2001 -2011, of -0.2% (Coriolis, 2014). This highlights the need for New Zealand to have a defined business growth strategy in order to increase its market share. According to The Epoch Times, the Halal food industry is estimated to be worth $2.1 trillion worldwide, while the United Kingdom Halal meat market is estimated to be worth £3 billion (Morrison, 2014). This paper undertook a survey to analyse the demand characteristics of Muslim consumers of New Zealand Halal meat in the United Kingdom. The results showed that awareness, availability, transparency and, most importantly, trust were significant attributes sought after by the target market. |
| Keywords: | Halal meat marketing; agribusiness; consumer behaviour; agricultural marketing |
| JEL: | M31 |
| Date: | 2015–06–17 |
| URL: | http://d.repec.org/n?u=RePEc:wai:market:1501&r=mkt |
| By: | Fischer, Ingo; Kieler, Julia |
| Abstract: | This paper analyses and lays the ground for the development of an employer brand that is designed to help a Berlin-based business incubator to attract and retain tech talent. The company case exemplifies which elements are necessary to develop an employer brand and how distinguishing characteristics of an employer brand may look like. It gets clear that an one-size-fits-all approach is not effective. |
| Abstract: | Diese Studie analysiert und konzipiert die Entwicklung einer Arbeitgebermarke als Instrument zur Rekrutierung und Bindung von Softwareentwicklern für einen Berliner Inkubator in der Online- und Mobile-Gaming Branche. Die Studie macht anhand eines Praxisfalls deutlich, welche Elemente benötigt werden, um zu einer Arbeitgebermarke zu gelangen, wie diese Elemente evidenzbasiert entwickelt werden können und welche differenzierenden Kernelemente eine Arbeitgebermarke umfassen kann. Es wird deutlich, dass eine One-size-fits-all Lösung nicht zielführend wäre. |
| Date: | 2015 |
| URL: | http://d.repec.org/n?u=RePEc:zbw:imbwps:82&r=mkt |
| By: | Barry, I.; Bonroy, O.; Garella, P.G. |
| Abstract: | Taxes and subsidies on products embodying environmental qualities often coexist with certified private labels---like Ecocert, Scientific Certification System, or OEKO-TEX. Their interaction is yet quite unexplored. We analyze a duopoly where consumers value an environmental quality, with an externality. A certifier sets the quality standard for a label. The fee for granting the label is either set by the certifier (certifier power), or in a noncooperative bidding game (firm power). Taxes and subsidies then affect the fee, depending upon how this is set, and the standard. This channel can produce distorted or even reversed effects. If firm power exists, for instance, a subsidy to the labeled good ends up decreasing the environmental quality and welfare. Conversely, absence of firm power nullifies the effects of ad valorem taxing the unlabeled "dirty" product. Only a per unit tax has similar, but always worsening, effects. |
| Keywords: | LABELS;ECOLABELS;PRIVATE CERTIFICATION;ENVIRONMENTAL QUALITY;TAX;SUBSIDY |
| JEL: | L13 L15 L5 Q5 |
| Date: | 2015 |
| URL: | http://d.repec.org/n?u=RePEc:gbl:wpaper:2015-09&r=mkt |