Review of Marketing Science最新文献_第5页

Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets 检视情境因素对品牌关系建立与维持的影响:来自金字塔底部市场的证据

Review of Marketing Science Pub Date : 2020-04-29 DOI: 10.1515/roms-2020-0006

Shubhomoy Banerjee, Ateeque Shaikh

{"title":"Examining the Impact of Contextual Factors in Brand Relationship Initiation and Maintenance: Evidence from Bottom of Pyramid Markets","authors":"Shubhomoy Banerjee, Ateeque Shaikh","doi":"10.1515/roms-2020-0006","DOIUrl":"https://doi.org/10.1515/roms-2020-0006","url":null,"abstract":"Abstract This study examines the impact of contextual factors on brand trust, brand loyalty and cross-buying from the perspective of the bottom of pyramid rural consumers in India. Two important contextual factors – distribution intensity and outshopping orientation – were used as the contextual factors. Effects of distribution intensity in the initiation and maintenance of consumer–brand relationships are first examined. Further, it explores the moderating role of in versus outshopping orientation in the formation and maintenance of long-term relationships between consumers and brands in bottom of pyramid markets. Data collected from 478 consumers in three villages in Gujarat, India, were analysed using structural equation modelling technique to test the hypothesized relationships using IBM AMOS 23 software. Distribution Intensity was found to positively influence brand trust. Brand trust was found to mediate the relationships between distribution intensity and brand loyalty and distribution intensity and cross buying. The importance of distribution intensity in relationship initiation was more pronounced for consumers who shopped from local retailers than those who did not. The study underlines the importance of distribution intensity of brands a relationship-based marketing strategy, especially in those products, where the switching costs are low. This study establishes the role of contextual factors in the formation and maintenance of consumer–brand relationships in the bottom of pyramid markets.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-04-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2020-0006","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43422787","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

Influence of Images in Online Reviews for Search Goods on Helpfulness 搜索商品在线评论中图片对帮助性的影响

Review of Marketing Science Pub Date : 2020-03-14 DOI: 10.1515/roms-2019-0072

Lars Osterbrink, P. Alpar, Alexander Seher

{"title":"Influence of Images in Online Reviews for Search Goods on Helpfulness","authors":"Lars Osterbrink, P. Alpar, Alexander Seher","doi":"10.1515/roms-2019-0072","DOIUrl":"https://doi.org/10.1515/roms-2019-0072","url":null,"abstract":"Abstract Reviewing and rating are important features of many social media websites, but they are found on many e-commerce sites too. The combination of social interaction and e-commerce is sometimes referred to as social commerce to indicate that people are supporting each other in the process of buying goods and services. Rgeviews of other consumers have a significant effect on consumer choice because they are usually considered authentic and more trustworthy than information presented by a vendor. The collaborative effort of consumers helps to make the right purchase decision (or prevent from a wrong one). The effect of reviews has often been researched in terms of helpfulness as indicated by their readers. Images are an important factor of helpfulness in reviews of experience goods where personal tastes and use play an important role. We extend this research to search goods where objective characteristics seem to prevail. In addition, we analyze potential interaction with other variables. The empirical study is performed with regression analyses on 3,483 search good reviews from Amazon.com followed by a matched pair analysis of 186 review pairs. We find that images have a significant positive effect on helpfulness of reviews of search goods too. This is especially true in case of short and ambiguous reviews.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-03-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2019-0072","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43632513","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

How Culture Moderates the Effects of Justice in Service Recovery 文化如何调节司法在服务回收中的作用

Review of Marketing Science Pub Date : 2020-01-15 DOI: 10.1515/roms-2019-0043

Elise Chebat, Yefim Roth, J. Chébat

{"title":"How Culture Moderates the Effects of Justice in Service Recovery","authors":"Elise Chebat, Yefim Roth, J. Chébat","doi":"10.1515/roms-2019-0043","DOIUrl":"https://doi.org/10.1515/roms-2019-0043","url":null,"abstract":"Abstract This article strives to clarify the importance and the effects of cultural differences on consumer satisfaction after a service failure in an individualistic society (Canada) vs. a collectivistic society (Japan). We focus on young, educated consumers to analyze if the contrasts shown in the extant literature between these two cultures are still relevant in the case of young consumers of both cultures when confronted with a service failure and service recovery. We used 150 questionnaires from Japan and Canada, the design of which reflects our theoretical model. Respondents were asked to recall one of their own negative service experience and the service recovery that may have followed. Our statistical analysis is based on Hayes’s PROCESS that allows to test complex moderated and mediated relations. We find that Anger mediates the relation between failure severity and consumer behavioral responses (EXIT and NWOM) similarly for both Japanese and Canadian consumers. Importantly, compensation, involving procedural and distributive justice (i. e. time – speedy service recovery and money) both reduced consumer anger, more so for individualistic consumers. Surprisingly, interactional justice (e. g. courteousness, politeness, and signs of respect) had no impact on neither individualistic nor collectivistic consumers. Our findings suggest that service providers should first fix the negative emotional reactions as a result of service failure. They may reduce this emotional reaction offering monetary compensation to both Individualistic and Collectivistic consumers. Younger collectivistic consumers are not more sensitive to signs of respect and politeness than individualistic consumers, which may show that the younger generation of Japanese consumers is getting closer to the individualistic culture.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2020-01-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2019-0043","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42889637","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: 4

Frontmatter Frontmatter

Review of Marketing Science Pub Date : 2019-12-10 DOI: 10.1515/roms-2019-frontmatter1

引用次数: 0

Frontmatter Frontmatter

Review of Marketing Science Pub Date : 2019-06-11 DOI: 10.1515/roms-2018-frontmatter1

引用次数: 0

The Impact Of Power And Relationship Quality On Value Creation and Appropriation in Buyer–Supplier Relationships 权力和关系质量对买方-供应商关系中价值创造和分配的影响

Review of Marketing Science Pub Date : 2019-06-01 DOI: 10.1515/roms-2019-0054

Saâd Mdarhri Alaoui, Amine Noureddine

{"title":"The Impact Of Power And Relationship Quality On Value Creation and Appropriation in Buyer–Supplier Relationships","authors":"Saâd Mdarhri Alaoui, Amine Noureddine","doi":"10.1515/roms-2019-0054","DOIUrl":"https://doi.org/10.1515/roms-2019-0054","url":null,"abstract":"Abstract Business relationships provide the means to create and appropriate superior value in business markets. However, despite the proliferation of research on the phenomenon, many questions remain unaddressed. Previous work focused almost exclusively on value after its creation and its sharing between the two exchange partners. Consequently, the appropriation of value as well as its interaction with value creation remains relatively unknown. Similarly, a few studies have examined the role of relational variables and power asymmetry in customer–supplier exchange relationships. To fill this gap, this study aims to examine the influence of relationship quality and power on value creation and appropriation and ultimately, on satisfaction and relationship continuity. Based on the theory of social exchange, this study proposes a conceptual model, which positions value creation and appropriation as central variables in the nomological network of business relationships. A quantitative study of 174 suppliers was carried out in order to compare the theoretical model with the empirical reality. The results obtained show that the relationship quality promotes greater value creation and appropriation in ongoing business relationships. As for power, its influence differs depending on how it is exercised within the relationship. Moreover, the appropriation of value remains the main driver of partner satisfaction, a sine qua non condition for the continuity of the relationship. This present research contributes to a better understanding of value creation-appropriation in ongoing business relationships. By strategically managing their customer–supplier relationships, managers can create and capture greater value and gain a competitive advantage.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2019-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2019-0054","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46647160","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: 7

Brand Image and its Determinants: A Stochastic Frontier Approach Analysis 品牌形象及其决定因素:随机前沿方法分析

Review of Marketing Science Pub Date : 2019-06-01 DOI: 10.1515/roms-2019-0037

V. Goyal

引用次数: 0

Revenue Sharing Vertical Contracts in the Movie Industry: A Theoretical Analysis 电影业收入分成纵向契约的理论分析

Review of Marketing Science Pub Date : 2019-06-01 DOI: 10.1515/roms-2019-0059

N. Baranchuk, Seethu Seetharaman, Andrei Strijnev

引用次数: 5

Taking a Ride on Mature Carrier Products to Push a New Technology: The Diffusion of Add-Ons 乘成熟的运载工具产品的东风推动新技术：附加组件的扩散

Review of Marketing Science Pub Date : 2019-06-01 DOI: 10.1515/roms-2019-0042

Yair Orbach, G. Fruchter, Naor Varsano

引用次数: 0

Reflective and Impulsive Predictors of Unhealthy Snack Impulse Buying 不健康零食冲动购买的反思和冲动预测因素

Review of Marketing Science Pub Date : 2018-06-01 DOI: 10.1515/roms-2018-0038

Meysam Moayery, Lorea Narvaiza Cantin, Juan José Gibaja Martíns

{"title":"Reflective and Impulsive Predictors of Unhealthy Snack Impulse Buying","authors":"Meysam Moayery, Lorea Narvaiza Cantin, Juan José Gibaja Martíns","doi":"10.1515/roms-2018-0038","DOIUrl":"https://doi.org/10.1515/roms-2018-0038","url":null,"abstract":"Abstract While impulse buying has been conceptualized as a product of impulses, this study proposes that both reflective and impulsive determinants can outline impulse buying. Following a dual-system model that distinguishes between a reflective and an impulsive system, we hypothesized that unhealthy snack impulse buying can be differentially influenced by either impulsive system or reflective system as a function of self-regulatory resources. Participants in the experiment were randomly assigned to one of the conditions of the two-group design (self-regulatory resources depletion vs. control condition); then they were given the opportunity to take part in a mock store spontaneous buying situation. While the impulsive system was represented by impulse buying tendency and unhealthy snack buying habit, dietary restraint represented the reflective system. The dependent variables were the number of unhealthy snacks purchased and the percentage of unhealthy snacks purchased. The results provided the first empirical foundation for reflective and impulsive aspects of impulse buying behavior. The findings showed that self-regulatory resources moderate the impact of both reflective and impulsive determinants on unhealthy snack impulse buying. While the reflective system (dietary restraint) only determined the behavior in the high self-regulatory resource condition, the impulsive system (impulse buying tendency and habit) associated with the behavior when self-regulatory resources were diminished. There was one exceptional case in which habit determined the percentage of unhealthy snacks purchased even in the high self-regulatory resource condition.","PeriodicalId":35829,"journal":{"name":"Review of Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-06-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1515/roms-2018-0038","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48494941","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