The Marketing Review最新文献

A united front towards consumer-focused sponsorship 建立以消费者为中心的赞助统一战线

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504067

B. Sung, Isaac Cheah, I. Phau, Amelia Nicholson

引用次数: 0

Communicating a company's higher purpose to conscious consumers through online behavioural advertising 通过在线行为广告向有意识的消费者传达公司的更高目标

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504111

Oly Mishra

{"title":"Communicating a company's higher purpose to conscious consumers through online behavioural advertising","authors":"Oly Mishra","doi":"10.1362/146934720x15929907504111","DOIUrl":"https://doi.org/10.1362/146934720x15929907504111","url":null,"abstract":"In the 21st century, the use of Internet and web applications have become a major component of advertising. The advantage of online advertising is that advertisers can monitor the online behaviour of consumers and show personalised advertisements to targeted consumers. There has been\u0000 a phenomenal rise in the number of conscious consumers who believe that a company's values should match their own. Some organisations work to achieve a higher purpose. There arises a need for such conscious consumers to be identified, based on their characteristic features, as a separate segment.\u0000 The values of this particular segment should match with those of a purpose-driven company. The best way to do this is by showing personalised online advertisements to these target consumers so that they are aware of the higher purpose that the company wants to achieve. Thus, this research\u0000 paper attempts to present a conceptual framework to identify the segment of conscious consumers and inform them about the higher purpose which a conscious business wants to achieve through online behavioural advertisements, and instil in their minds an implied social label.","PeriodicalId":301746,"journal":{"name":"The Marketing Review","volume":"6 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128889533","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

Big data augments emotional labour and organisational outcomes 大数据增强了情绪劳动和组织成果

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504094

J. Chen

引用次数: 0

Conceptual organisation of customer engagement: Understanding the concept of engagement and considering the structure of customer engagement factors 客户参与的概念组织:理解客户参与的概念并考虑客户参与因素的结构

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504120

H. Katagiri

{"title":"Conceptual organisation of customer engagement: Understanding the concept of engagement and considering the structure of customer engagement factors","authors":"H. Katagiri","doi":"10.1362/146934720x15929907504120","DOIUrl":"https://doi.org/10.1362/146934720x15929907504120","url":null,"abstract":"Customer engagement has been increasingly recognised as a measure of corporate performance. Several practitioners and researchers have proposed various customer engagement concepts. The concept of engagement has been discussed earlier in academic fields such as psychology and education\u0000 before the notion of customer engagement became popular. However, researchers across disciplines have not reached a consensus on the implications, the factors that constitute engagement and the measures of engagement. Therefore, inconsistencies in the interpretations of engagement have complicated\u0000 the use of the customer engagement concept to understand complex customer behaviours and to measure customer–company relationships. In this context, the present study summarises the differences in the interpretation of engagement concepts across disciplines, and identifies the sources\u0000 of difficulty in interpreting engagement. The study develops a framework in terms of definitions, measurement methods and scales, research methods, and constructive concepts to better understand the concept of customer engagement.","PeriodicalId":301746,"journal":{"name":"The Marketing Review","volume":"12 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130753617","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: 1

A literature review of customer behaviour patterns on e-commerce websites using an eye tracker 利用眼动仪对电子商务网站上的顾客行为模式进行文献综述

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504102

Arash Kamangar

引用次数: 2

Review of literature on green consumer behaviour over 25 years (1994-2018) 25年来绿色消费者行为的文献回顾(1994-2018)

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504085

R. Shabbirhusain

引用次数: 3

Trends in sports analytics for event management: A content analysis 面向赛事管理的体育分析趋势:内容分析

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504058

S. Sen, K. Rajagopal

引用次数: 0

Recapitulation of brand anthropomorphism: An innovating marketing strategy 品牌拟人化再现:一种创新的营销策略

The Marketing Review Pub Date : 2020-08-31 DOI: 10.1362/146934720x15929907504139

S. Agrawal, N. Bajpai, Utkal Khandelwal

{"title":"Recapitulation of brand anthropomorphism: An innovating marketing strategy","authors":"S. Agrawal, N. Bajpai, Utkal Khandelwal","doi":"10.1362/146934720x15929907504139","DOIUrl":"https://doi.org/10.1362/146934720x15929907504139","url":null,"abstract":"The aim of this paper is to explain anthropomorphic marketing by illustrating the factors associated with the sociality motivation , effectance motivation, and elicited agent knowledge model (SEEK). This model was designed to explain anthropomorphic tendencies of a brand, as we do not\u0000 know much about why people view non-human entities as human-like. In addition, this paper also focuses on how anthropomorphic representation strategies are used by marketers in the present scenario to build strong consumer-brand relationships and how these anthropomorphic marketing strategies\u0000 affect the consumer-brand evaluation process. This paper examines the anthropomorphism of the brand by examining in depth the factors related to the SEEK model and explaining the anthropomorphic patterns of the market. It shows how consumers or advertisers view, imagine, interpret and exploit\u0000 a non-human entity. Consumers can evaluate an anthropomorphic marketing strategy either positively or negatively. Therefore, marketers should use this tendency to anthropomorphise any brand or a product carefully. This literature review has important implications and it provides direction\u0000 for researchers, as well as advanced investigation of brand anthropomorphism.","PeriodicalId":301746,"journal":{"name":"The Marketing Review","volume":"102 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-08-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115634852","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: 8

Consumer scepticism: A systematic review of literature 消费者怀疑主义:对文献的系统回顾

The Marketing Review Pub Date : 2019-12-31 DOI: 10.1362/146934719x15774562877683

Vartika Chaudhary, D. Sharma, Arti D. Kalro

{"title":"Consumer scepticism: A systematic review of literature","authors":"Vartika Chaudhary, D. Sharma, Arti D. Kalro","doi":"10.1362/146934719x15774562877683","DOIUrl":"https://doi.org/10.1362/146934719x15774562877683","url":null,"abstract":"Scepticism towards marketing activities is a common consumer cognition. Despite its widespread prevalence, no attempt has been made in the past to review and synthesise the extant literature on scepticism. This study presents a comprehensive review and analysis of consumer scepticism\u0000 literature from various domains of marketing. The paper critically examines various definitions, operationalisations, typologies, and the theoretical foundation of consumer scepticism, and differentiates scepticism from related constructs of (dis)trust, dissonance, and ambivalence. It presents\u0000 a synthesis of literature on the antecedents (individual, product, and claim-related factors) and consequences (for promotions, products, retailers, and firms) of consumer scepticism. A framework is proposed based on the synthesis. The framework can help researchers studying scepticism in\u0000 a particular domain (like health-related claims) identify relevant variables from other domains (like environmental claims). Results of the review process reveal a lack of clarity on the dimensionality and the measurement of scepticism; a paucity of research on drivers and consequences of\u0000 consumer scepticism; and the need for further investigation of the concept of situational scepticism.","PeriodicalId":301746,"journal":{"name":"The Marketing Review","volume":"92 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2019-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123816933","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: 2

A review of measuring brand equity with emphasis on the role of price premium 对衡量品牌资产的回顾，重点是价格溢价的作用

The Marketing Review Pub Date : 2019-12-31 DOI: 10.1362/146934719x15774562877728

Pankaj Kaprwan, Sameer Mathur

引用次数: 0