Journal of Consumer Marketing最新文献

{"title":"Do consumers appreciate promotional gifts?","authors":"Marek Hudík, Miroslav Karlíček, David Ríha","doi":"10.1108/jcm-09-2020-4109","DOIUrl":"https://doi.org/10.1108/jcm-09-2020-4109","url":null,"abstract":"\u0000Purpose\u0000This paper aims to examine whether consumers’ appreciation of promotional gifts exceeds firms’ cost of providing these gifts. The paper also compares characteristics of appreciated and unappreciated gifts.\u0000\u0000\u0000Design/methodology/approach\u0000The authors surveyed 1,289 college students in five European countries. The authors use willingness to accept cash (WTA) for an item to assess consumers’ appreciation of promotional gifts. They then compare WTA to firms’ estimated cost of providing the gifts.\u0000\u0000\u0000Findings\u0000On average, consumers’ appreciation of promotional gifts is 2.4 times the estimated cost of these gifts to sellers. Appreciated gifts tend to be less costly, tend to accompany more expensive purchased items and are more likely to complement these items. The results also reveal that more expensive items come with more costly gifts, although the gifts’ cost increases less than proportionally with the associated items’ price. The gift items are appreciated by men more than women.\u0000\u0000\u0000Originality/value\u0000This study enriches the literature on promotional gifting by introducing a simple measurement that can help firms decide whether to use gifts or discounts to promote their products.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48902154","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}

{"title":"The effects of brand relationships on justice perceptions in service recovery","authors":"Cid Gonçalves Filho, Kip Kiefer, M. Fetscherin, A. Blandina, Marcelo Nacif Rocha, P. R. Monteiro","doi":"10.1108/jcm-06-2020-3904","DOIUrl":"https://doi.org/10.1108/jcm-06-2020-3904","url":null,"abstract":"\u0000Purpose\u0000This paper aims to explore how brand relationship quality (BRQ) influences consumers’ perceived sense of justice in the context of service recovery situations.\u0000\u0000\u0000Design/methodology/approach\u0000The authors conducted a survey of 368 Brazilian consumers who experienced real-life automotive service recovery situations. The authors tested their model and underlying hypotheses using structural equation modeling.\u0000\u0000\u0000Findings\u0000Stronger BRQ led to higher levels of perceived justice (distributive, procedural and interactional), which in turn led to higher customer satisfaction of complaint handling. Ultimately, higher customer satisfaction led to lower complaining, lower retaliation and higher purchase intention. The authors' alternative model tested the effects of BRQ sub-dimensions on justice perception. Interestingly, trust produced a “love-is-blind” effect, while intimacy revealed a “love-becomes-hate” effect.\u0000\u0000\u0000Originality/value\u0000This study assessed BRQ and its sub-dimensions (self-connection, satisfaction, commitment, trust and intimacy) on sense of justice (distributive, procedural and interactional) within service recovery. Also, this study demonstrated the opposing effects of the brand relationship sub-dimensions trust and intimacy on perceptions of justice.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43259143","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}

{"title":"Learning value of video tutorials in online learning communities","authors":"Nadia Steils","doi":"10.1108/jcm-09-2020-4130","DOIUrl":"https://doi.org/10.1108/jcm-09-2020-4130","url":null,"abstract":"\u0000Purpose\u0000Vlogging constitutes a potential advertising channel for branded products. This paper aims to investigate the role and antecedents of the learning value, i.e. substantive (vs nonsubstantive) information processing, in consumers’ purchase behavior online.\u0000\u0000\u0000Design/methodology/approach\u0000The authors used a mixed-methods approach including qualitative data from 25 interviews, and two quantitative studies (a field study on 4,560 members of a vlogging learning community and a replication survey on 118 participants in a different context).\u0000\u0000\u0000Findings\u0000The results highlight the predominant role played by perceived learning due to the characteristics of the online environment. The authors further identify the components of vlog tutorials’ learning value. The findings distinguish structured from destructured learning content depending on consumers’ level of expertise.\u0000\u0000\u0000Practical implications\u0000The findings recommend developing the learning value for consumers. Managers should provide micro learning unit tutorials for expert consumers and complete structured learning units for novices based on core and additional learning components.\u0000\u0000\u0000Originality/value\u0000In contrast with traditional entertainment videos, tutorials provide added learning value that affects purchase behaviors to a greater extent. The results present in learning components that are recommended when developing learning tutorials.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43434214","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}

{"title":"Is this real life? Is it just fantasy? The development and validation of a media-evoked fantasy scale","authors":"Delancy H. S. Bennett, Geraldo R M Matos, Nwamaka A. Anaza, Cecilia Ruvalcaba, Mitchell L. Hamilton","doi":"10.1108/jcm-09-2020-4102","DOIUrl":"https://doi.org/10.1108/jcm-09-2020-4102","url":null,"abstract":"\u0000Purpose\u0000Prior research has indicated that narratives may lead to fantasy which may evoke narrative transportation. Researchers have also established that narrative transportation affects persuasion, changes in attitudes and brand evaluations. To this end, several studies have focused on narrative consumption (i.e. being hooked into a narrative) and the aforementioned consequences of narrative transportation. However, research investigating the role that fantasy plays in consumers’ journey from narrative consumption to narrative transportation is scant. The purpose of this paper is to develop a multidimensional scale for measuring narrative-driven fantasy in order to detail which dimensions of fantasy facilitate narrative transportation. Further, this paper posits that prior research has overlooked the mediating role that fantasy plays within the narrative consumption and narrative transportation process. As the exploration of overlooked mediators is important for theory development, this paper uses the scale developed here to test for fantasy as a mediator.\u0000\u0000\u0000Design/methodology/approach\u0000This research involves four studies, taking a multi-methodology approach including one-on-one interviews and questionnaires. Exploratory factor analysis and sequential equation modeling are used to develop a valid scale for fantasy.\u0000\u0000\u0000Findings\u0000This work results in the development of an eight-item scale of narrative-driven fantasy, highlighting two dimensions of fantasy: identification and passport. Further, this work finds that both dimensions of fantasy mediate the relationship between the level of narrative consumption (being hooked into the narrative) and narrative transportation.\u0000\u0000\u0000Research limitations/implications\u0000The studies were conducted with respondents only from the USA, potentially limiting its generalizability to other countries and cultures. This research has several implications. This paper introduces a model that highlights fantasy’s role within the narrative consumption and narrative transportation fields of study. It also delineates a scale that measures the different dimensions of fantasy. This scale can be used to gain further understanding of the strength and type of fantasy that narratives consumed via various mediums (music, movies, commercials) evoke, the relationship between these measures and narrative transportation, and the subsequent changes in intentions and attitudes. Further, the identification of fantasy as a mediator in the relationship between narrative consumption and narrative transportation allows for further theory development and exploration.\u0000\u0000\u0000Practical implications\u0000The fantasy scale that is detailed in this paper may be used to indicate which celebrities, music, images, movies, commercials, products, brands and other stimuli best evoke narrative-based fantasy. The scale should apply to all types of fantasizing, enhancing the understanding of what increases levels of fantasy and the effects of such fantasy on persuasion.\u0000\u0000\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-01-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"62068337","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}

{"title":"Spreading the word: exploring spiritual consumption on social media","authors":"Janine Williams, Jayne Krisjanous","doi":"10.1108/jcm-02-2021-4450","DOIUrl":"https://doi.org/10.1108/jcm-02-2021-4450","url":null,"abstract":"\u0000Purpose\u0000The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is unclear why. This study aims to investigate consumer interpretations of spiritual content on social media in relation to participatory roles.\u0000\u0000\u0000Design/methodology/approach\u0000Qualitative in-depth interviews and thematic analysis are used. Members of social networks actively engaged in social media posting were identified through researcher networks and snowballing.\u0000\u0000\u0000Findings\u0000The social media space facilitates enhanced consumer agency in the consumption of spiritual messages which are readily accessible in this secular context. Three levels of interpretive meaning for consumers, conditional on the perceived sender motivations and temporality of receipt and related to participatory roles are identified. Despite being widely disseminated and immersed in the profane, some participants receive spiritual inspiration, which helps them achieve self-transcendence. Others receive inspiration through affirmation of their values and identity; however for a few, inspirational messages are met with scepticism and are not meaningful. Social media facilitates consumers’ ability to provide others with positive inspiration, however, this is not always their intent.\u0000\u0000\u0000Originality/value\u0000This work contributes unique insight regarding consumption of spirituality in a social media environment highlighting the importance of sender mediation and temporal context with implications for spiritual meaning and online engagement with spiritual content. A unique typology relating interpretive meaning to participatory roles is presented.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2023-01-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44383031","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}

{"title":"Social media discussion forums, home country and immigrant consumer acculturation: the case of Iranian immigrants in Australia","authors":"Sorush Sepehr, Jamie Carlson, Philip J. Rosenberger III, Ameet Pandit","doi":"10.1108/jcm-05-2021-4661","DOIUrl":"https://doi.org/10.1108/jcm-05-2021-4661","url":null,"abstract":"\u0000Purpose\u0000Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media.\u0000\u0000\u0000Design/methodology/approach\u0000A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia.\u0000\u0000\u0000Findings\u0000Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative.\u0000\u0000\u0000Practical implications\u0000Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country.\u0000\u0000\u0000Social implications\u0000Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures.\u0000\u0000\u0000Originality/value\u0000Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2022-12-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45717564","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}

{"title":"The impact of cultural variability on brand stereotype, emotion and purchase intention","authors":"Alexander Jakubanecs, M. Supphellen, James G. Helgeson, H. Haugen, Njål Sivertstøl","doi":"10.1108/jcm-01-2022-5121","DOIUrl":"https://doi.org/10.1108/jcm-01-2022-5121","url":null,"abstract":"\u0000Purpose\u0000This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in an individualist culture (Norway) and a collectivist culture (Thailand).\u0000\u0000\u0000Design/methodology/approach\u0000This study incorporates a survey conducted in two cultures (Norway: N = 177 and Thailand: N = 288).\u0000\u0000\u0000Findings\u0000In both cultures, competence had a stronger effect on purchase intentions toward a brand than warmth. There was a stronger effect on brand purchase intentions of competence found for an individualist versus a collectivist culture, and we found a stronger effect of warmth on purchase intentions in a collectivist versus an individualist culture. The direct joint effect of warmth and competence on purchase intentions was brand-specific in Norway. Admiration mediated this joint effect in the collectivist but not in the individualist culture.\u0000\u0000\u0000Research limitations/implications\u0000This study’s results point to cross-cultural variability of some of the effects of brand perceptions on behavioral intentions.\u0000\u0000\u0000Practical implications\u0000These findings suggest that international brand managers should consider both the cultural universality and the cultural variability of BIAF.\u0000\u0000\u0000Originality/value\u0000Despite extensive research on BIAF, studies on brand perceptions from the cross-cultural perspective are few. This investigation sheds some light on the differential effects of the framework across a collectivist and an individualist culture.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2022-12-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46884107","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}

{"title":"Using gay models in mainstream media: an expanded match-up hypothesis perspective","authors":"Sydney Chinchanachokchai, Nancy Hanson-Rasmussen, Ronald J. Faber","doi":"10.1108/jcm-02-2022-5179","DOIUrl":"https://doi.org/10.1108/jcm-02-2022-5179","url":null,"abstract":"\u0000Purpose\u0000To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This study aims to examine situational factors that affect the responses to gay presenters in mainstream media.\u0000\u0000\u0000Design/methodology/approach\u0000Two experimental studies were conducted in a 2 (luxury vs value brand) × 2 (gay vs heterosexual presenters) between-subjects design. Study 1 explores the interaction effects, whereas Study 2 introduces perceived congruence between the presenters and the product as a mediator.\u0000\u0000\u0000Findings\u0000The results show that using gay presenters in luxury brand ads leads to a more positive attitude toward the advertisement and higher product evaluation than using heterosexual presenters, whereas using heterosexual presenters to represent a value brand leads to a higher attitude and product evaluation than using gay presenters.\u0000\u0000\u0000Practical implications\u0000Nowadays, there is a greater need for inclusiveness and diversity in advertising. Brands need to pay attention to various underrepresented groups and adapt their strategy accordingly. This study shows that in appropriate situations, gay presenters can improve the image of a brand among heterosexual as well as gay consumers.\u0000\u0000\u0000Originality/value\u0000Expanding the match-up hypothesis theory, this work shows that a match can include not just an individual endorser but also the social category the endorser represents and stereotypical beliefs associated with that group.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2022-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46223959","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}

{"title":"I feel so embarrassed, still, I want it! The self-presentational dilemma of counterfeit luxury buyers","authors":"Sameeullah Khan, A. Fazili, I. Bashir","doi":"10.1108/jcm-11-2020-4236","DOIUrl":"https://doi.org/10.1108/jcm-11-2020-4236","url":null,"abstract":"\u0000Purpose\u0000This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals.\u0000\u0000\u0000Design/methodology/approach\u0000This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses.\u0000\u0000\u0000Findings\u0000The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience.\u0000\u0000\u0000Practical implications\u0000To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand.\u0000\u0000\u0000Originality/value\u0000This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.\u0000","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2022-11-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49556308","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}

{"title":"Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry","authors":"S. Attiq, Muhammad Junaid Shahid Hasni, Chun Zhang","doi":"10.1108/jcm-04-2021-4615","DOIUrl":"https://doi.org/10.1108/jcm-04-2021-4615","url":null,"abstract":"Purpose\u0000This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’ behavioural responses.\u0000\u0000\u0000Design/methodology/approach\u0000This study used a questionnaire to collect data from 403 consumers of Pakistan’s mobile telecommunication industry. Smart partial least square was then used to analyse the data.\u0000\u0000\u0000Findings\u0000This study provides insights into the conception of brand hate in the context of Pakistani consumers. This study’s findings indicate that “neuroticism”, as a consumer-related antecedent, “perceived price unfairness”, “poor product/service quality” and “post-purchase service failures” as company-controlled determinants have significant impacts on brand hate. This, in turn, leads to brand avoidance and brand retaliation. Managerial implications and avenues for future research are also discussed. This study provides insights into the conception of brand hate in the context of Pakistani consumers.\u0000\u0000\u0000Originality/value\u0000The original findings of this work can thus provide meaningful guidance for companies to mitigate the spread of brand hate among consumers.","PeriodicalId":35923,"journal":{"name":"Journal of Consumer Marketing","volume":null,"pages":null},"PeriodicalIF":2.8,"publicationDate":"2022-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49521285","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}