Journal of Applied Marketing Theory最新文献_第2页

Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category 碳酸饮料类别中代际群体品牌忠诚度维度差异的理解

Journal of Applied Marketing Theory Pub Date : 2018-09-01 DOI: 10.20429/jamt.2018.080204

Neleen S. Leslie, Petula Senior

{"title":"Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category","authors":"Neleen S. Leslie, Petula Senior","doi":"10.20429/jamt.2018.080204","DOIUrl":"https://doi.org/10.20429/jamt.2018.080204","url":null,"abstract":"This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129388306","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry? 考察主要和次要竞争对手之间的差异:球迷的认知、行为和消费意愿是否受到竞争程度的影响?

Journal of Applied Marketing Theory Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080103

C. Havard, L. Reams

{"title":"Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry?","authors":"C. Havard, L. Reams","doi":"10.20429/jamt.2018.080103","DOIUrl":"https://doi.org/10.20429/jamt.2018.080103","url":null,"abstract":"The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133259622","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 13

The Impact of Bilingual Labeling in the U.S. on Package and Product Evaluation 双语标签在美国对包装和产品评价的影响

Journal of Applied Marketing Theory Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080101

M. Gopinath, M. Glassman, Prashanth U. Nyer

引用次数: 0

An Examination of Motivation and Identification of Football Fans 足球迷的动机与认同研究

Journal of Applied Marketing Theory Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080102

J. Mak, C. King, Jinmoo Heo

引用次数: 0

Regulatory Focus and Risk Factors in Travel Planning 旅游规划中的监管重点和风险因素

Journal of Applied Marketing Theory Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080105

Michael D. Musante, David C. Bojanic

引用次数: 1

Consuming Digital Technologies to Enact Identities: An Exploratory Study Among Mothers 消费数字技术制定身份:一项对母亲的探索性研究

Journal of Applied Marketing Theory Pub Date : 2018-03-01 DOI: 10.20429/jamt.2018.080104

Meera Venkatraman

引用次数: 0

Supermarket Pricing Model Impact on Private Label Brands versus National Brands among Millennial Consumers 超市定价模式对千禧一代消费者中自有品牌与全国性品牌的影响

Journal of Applied Marketing Theory Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070202

Jeffrey D. Hendrix, Vinny Caraballo

引用次数: 0

Reasons Why Small, Private Schools Should Start Football Programs 小型私立学校应该开设足球项目的原因

Journal of Applied Marketing Theory Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070204

A. Rynarzewska, Steven R. McClung

引用次数: 0

Race Ethnicity and In-Store Mobile-Assisted Shopping in the US 美国的种族、民族和店内移动辅助购物

Journal of Applied Marketing Theory Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070206

Kristine Johnson, M. Pontes

{"title":"Race Ethnicity and In-Store Mobile-Assisted Shopping in the US","authors":"Kristine Johnson, M. Pontes","doi":"10.20429/jamt.2017.070206","DOIUrl":"https://doi.org/10.20429/jamt.2017.070206","url":null,"abstract":"0 0 1 245 1419 23 8 1656 14.0 Normal 0 false false false EN-US JA X-NONE This research examines the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral variables (tablet and E-reader ownership index, and social networking service (SNS) and Twitter use index). Results showed that minority (Non-White) adults were significantly more likely than White adults to use their mobile phone in-store to 1.) purchase products with mobile coupons, and 2.) scan barcodes for product information. Univariate analyses showed SNS use and tablet/E-reader ownership were both significantly associated with the in-store use of mobile coupons and of mobile phones to scan barcodes for product information. Multivariate analyses showed that both SNS use and tablet/E-reader ownership were significantly associated with the in-store use of mobile phones to scan barcodes for product information, but only SNS use was significantly associated with in-store mobile coupon use. Both univariate and multivariate analyses showed that greater household income was significantly related to a greater mobile coupon use but was not associated with greater likelihood of barcode scans for product information. These results show that minorities are at the forefront of the use of mobile phones to assist with in-store purchase decisions, and that the ownership of mobile devices, such as tablets and E-readers, and the use of social media predict in-store mobile assisted shopping.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115730863","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

The Near Future of Marketing from the Consulting Perspective 从咨询的角度看市场营销的未来

Journal of Applied Marketing Theory Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070203

R. Goldsmith, L. Moutinho

{"title":"The Near Future of Marketing from the Consulting Perspective","authors":"R. Goldsmith, L. Moutinho","doi":"10.20429/jamt.2017.070203","DOIUrl":"https://doi.org/10.20429/jamt.2017.070203","url":null,"abstract":"The Near Future 0f Marketing From The Consulting Perspective Abstract How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"95 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114837093","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 3