Innovative Marketing最新文献

{"title":"Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry","authors":"Wong Chee Hoo, Chai Yi Xin, Visal Moosa","doi":"10.21511/im.20(1).2024.04","DOIUrl":"https://doi.org/10.21511/im.20(1).2024.04","url":null,"abstract":"Previous studies have demonstrated varying associations between fundamental components of brand equity within diverse sectors. The purpose of the current study is to examine the influence of Aaker’s brand equity model’s dimensions (brand awareness, brand loyalty, perceived quality, and brand association) on brand equity in the context of toy brands in Malaysia. The study employs a quantitative-based correlation design within a non-controlled setting, using a cross-sectional approach with individuals as the unit of analysis. The population consists of respondents from the general public aged 18 and above, as they are valid buyers of toys. Data collection was conducted using a non-probability sampling method. The questionnaire was sent to the targeted respondents using online Google Form links. A comprehensive dataset from 384 respondents was gathered for descriptive analysis of the demographic profile. Hypothesis testing was performed using regression analysis. The findings indicate that, except for brand associations, the remaining three factors – perceived quality (Beta = .377, p < .001), brand loyalty (Beta = .338, p < .001), and brand awareness (Beta = .221, p < .01) – exhibit a statistically significant positive correlation with the brand equity of children’s toy brands in Malaysia.\u0000AcknowledgmentThe authors thank INTI International University, Malaysia, for providing financial support to publish this paper.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139385008","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, brand loyalty and the banking industry in Colombia","authors":"Heydi Rico, Mario de la Puente, Juan Diego Rios Mahecha, Helen Perez","doi":"10.21511/im.20(1).2024.03","DOIUrl":"https://doi.org/10.21511/im.20(1).2024.03","url":null,"abstract":"This study analyzed the relationship between retail bank customers’ loyalty and trust, and focused social media marketing in Barranquilla, Colombia. The survey was conducted in-person among customers (528 participants) at various Colombian banks over a period of seven months, from May 2021 to November 2021. The responses on the survey were rated on a 5-point Likert scale, ranging from “Strongly disagree” to “Strongly agree”. The study also incorporated a focus group with 25 participants aged between 34 and 51. Moreover, the research employs factorial analysis to elucidate the underlying correlations between the variables. The discussion was structured around seven pre-determined variables: Personalization, Entertainment, Engagement, Marketing, Word of Mouth, Trust, and Loyalty. The load factors range between 0.583 and 0.914, implying a high correlation between the survey questions and the constructs. The Cronbach’s Alpha values (from 0.753 to 0.996) and the Composite Reliability values (from 0.739 to 0.875) suggest a high level of internal consistency within the constructs. In the realm of social media marketing, the research underscores the pivotal role of trust as an intermediary in cultivating brand loyalty. The study abstains from concentrating on hypothesis testing, instead it illuminates the criticality of understanding the role trust plays in social media marketing. The research results provide valuable insights for future investigations as well as for enhancing service marketing strategies in the banking sector.\u0000AcknowledgmentsThis study was funded by Education For All Online EU. We thank our participants for their generous contribution to this work.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139451388","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":"Structural and comparative analysis of R&D funding impact on the level of innovation development: The empirical evidence of GII’s leaders and Ukraine","authors":"Olena Dobrovolska, Ralf Sonntag, Wolfgang Ortmanns, Iryna Kadyrus, Tetyana Rudyanova","doi":"10.21511/im.19(4).2023.25","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.25","url":null,"abstract":"The study aims to determine the influence of the R&D expenditure structure funded by different sectors of stakeholders on the level of innovation development. The data sample involves values of GII and R&D expenditure funded by business, government, higher education, private non-profit sectors, and foreign sources for 10 countries – Ukraine and 9 top countries in GII-2022 for 2011–2020. Pearson/Spearman correlation analysis considers time lags to determine the nature and strength of relationships. For GII’s top countries, the relationship with innovation development level is confirmed as direct for funding R&D by business (in 8 from 9 countries), higher education (5 from 7), and foreign sources (5 from 9) with power from moderate to very high and 0-3-year lag. In Ukraine, the direct relationship is for financing by business (very high power and 3-year lag) and foreign sources (high power and 1-year lag). The regression modeling of dependences (Arellano-Bover/Blundell-Bond dynamic model for panel data and linear model for Ukraine) was also applied using STATA 18. In GII’s top countries, increasing the share of R&D expenditures financed by business by 1% contributes to increasing GII’s score by 0.25%, higher education – 2.47%; government, non-profit sector, and foreign sources – decreasing by 0.89%, 1.68% and 0.81% accordingly. In Ukraine, increasing financing R&D by the government by 1% leads to a similar decrease of GII estimate by 0.19% with a 2-year lag, and the business sector – an increase of 0.16% with a 3-year time lag. Vice versa, in Ukraine, R&D expenditures financed by higher education lead to GII’s score decreasing.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139144745","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":"International tax competition as an element of the country’s marketing strategy","authors":"I. Tiutiunyk, V.A. Taranenko, O. Mazurenko, A. Artyukhov, Yulia Yehorova","doi":"10.21511/im.19(4).2023.24","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.24","url":null,"abstract":"In the conditions of permanent capital outflow and business registration by residents in other jurisdictions, the issue of developing a country’s marketing strategies for doing business and identifying the most effective mechanisms for increasing international tax attractiveness is urgent. The prerequisite of these processes should be the determination of the level of international tax competitiveness followed by identifying the most significant factors of its growth. The purpose of the study is to assess the level of international tax competitiveness as an element of marketing strategies of Ukraine and some EU countries during 2011–2021. The methodological tools are correlation-regression analysis, the Fisher method, and the multiplicative convolution method. The paper assessed the level of international tax competitiveness as a comprehensive indicator that considers procedural, institutional, moral-ethical, and economic components. The calculations showed that the most competitive are the tax systems of Estonia, Latvia, Lithuania, Croatia, Finland, the Czech Republic, and Hungary. Based on hierarchical and non-hierarchical (k-means method) clustering, 3 clusters of regions were identified. For each of them, based on an analysis of the features of the tax system construction and the comparison of marginal and average values, the criteria for the identification of competing countries and those with common development trends were formed. This makes it possible to determine the most effective mechanisms for the implementation of marketing strategies reforming tax policy from the point of view of increasing its international tax attractiveness. AcknowledgmentThe study is funded by the EU NextGenerationEU through the Recovery and Resilience Plan for Slovakia under the project No. 09I03-03-V01-00042.The authors are grateful to the participants of projects “National security of Ukraine through the prevention of financial fraud and money laundering: war and post-war challenges” (2023–2025, state registration number: 0123U101945) and “De-shadowing and regulatory efficiency of environmental taxation: optimization modelling to ensure national security and rational use of nature” (2022–2024, registration number 0122U000777) for numerous discussions and comments.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139149979","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 norms moderating the attitude-intention relationship in adopting sustainable products","authors":"Aastha Anand, Meghna Sharma","doi":"10.21511/im.19(4).2023.23","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.23","url":null,"abstract":"Rapid economic growth, global consumption patterns, and prevailing human practices are primary contributors to environmental degradation. This study aims to understand the moderating role played by social norms in shaping consumer attitudes and their intention to buy sustainable personal care products. Psychosocial factors related to the environment, including environmental orientation, environmental knowledge, and perceived environmental responsibility, were taken as independent variables. The research population includes urban educated consumers in the region of Delhi, the capital of India. The survey instrument was shared among 390 participants via e-mail, Google Groups, and other social networking sites. The data from 238 respondents using the convenience sampling technique were collected, and AMOS structural equation modeling (Version 23.0) was used for analysis. The results validate the role of social norms as a moderator in the association between attitude (β = 0.186, p < 0.05) and intentions (β = 0.215 at p < 0.05) to acquire sustainable personal care products. The results also indicated a positive relationship between consumer attitude and purchase intention (β = 0.301, p < 0.01). The findings suggest a positive correlation between an individual’s environmental orientation, knowledge and responsibility, and inclination toward sustainable personal care products. The study shows a significant positive impact of environmental orientation on attitude toward sustainable personal care products (β = 0.332, p < 0.01). Also, a positive association between environmental knowledge and attitude (β = 0.291, p < 0.01) and perceived environmental responsibility (β = 0.227, p < 0.05) was observed.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138946062","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 social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention","authors":"Thi Thuy An Ngo, Chi Thanh Bui, Huynh Khanh Long Chau, Nguyen Phuc Nguyen Tran","doi":"10.21511/im.19(4).2023.22","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.22","url":null,"abstract":"Social media live streaming commerce is an emerging and effective online shopping channel that integrates live streaming and e-commerce through social media platforms. This trend has gained significant attention, particularly from Generation Z, who are drawn to the interactive and entertaining aspects of shopping through live streaming. This study investigates factors affecting the purchase intention of Vietnamese Generation Z consumers in live streaming commerce on social media platforms, assessing the impact of six factors: entertainment, information quality, interactivity, perceived risk, peer customer evaluations and recommendations, and streamers. Using a non-probability sampling, an online survey was conducted among 344 consumers who possess prior experience with social media live streaming commerce. Data analysis used a partial least squares structural equation modeling technique. The findings revealed that increased entertainment, higher information quality, enhanced interactivity, positive peer customer evaluations and recommendations, and a more attractive and expert streamer positively impact purchase intention. Notably, streamers exhibited the most robust influence, while information quality demonstrated the weakest effect among the influencing factors. Conversely, perceived risk did not significantly hinder purchase intention, suggesting Generation Z consumers’ confidence in online transactions and their willingness to take risks for entertainment and interactivity in live streaming commerce. In light of these results, businesses are advised to elevate consumer purchase intentions by prioritizing aspects related to entertainment, information quality, interactivity, and peer customer evaluations. Prudent selection of streamers is highlighted as a pivotal strategy for organizations to effectively shape customer purchasing intentions.\u0000AcknowledgmentThe researchers express sincere gratitude to all the participants who generously participated in this study.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138957766","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":"Determinants affecting customer intention to use chatbots in the banking sector","authors":"Irfan Abdul Karim Shaikh, Sania Khan, Shaha Faisal","doi":"10.21511/im.19(4).2023.21","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.21","url":null,"abstract":"The study aims to analyze the factors that influence customers’ inclination to utilize chatbots in banking services. The paper employed the technology acceptance model and utilized structural equation modeling to examine the factors affecting consumers’ willingness to embrace chatbot services. The survey evaluated various determinants, including perceived usefulness, perceived ease of use, trust, privacy concerns, and customer satisfaction. Data were collected from 250 bank customers in the Bombay region of India through an online survey employing a random sampling method. The collected data were analyzed using IBM SPSS AMOS. This study identifies the aspects of chatbot technology in the banking sector, such as user interface, content, security, and convenience, that influence customers’ decisions to adopt this innovative technology. The results of the analysis revealed path coefficients indicating a significant relationship between information security and perceived usefulness (β = 0.286; p = 0.005) and between perceived usefulness and intention to use (β = 0.489; p < 0.001). Additionally, the path coefficients for design, security, and facilitating conditions were β = 0.281, β = 0.193, and β = 0.136, respectively, all of which held nearly equal significance in the study. The inter-correlations among the variables ranged from 0.346 to 0.854 and were statistically significant. In the banking sector, customers’ intention to use chatbots is influenced by convenience, efficiency, trust, and personalized experiences. Customers are more likely to embrace chatbots when they provide seamless support and tailored solutions, ultimately enhancing customer satisfaction and engagement.\u0000AcknowledgmentThis study is supported via funding from Prince Sattam Bin Abdulaziz University project number (PSAU/2023/R/1445).","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138963749","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":"Effects of brand awareness, religious belief, and brand trust on purchase intentions of halal products among young consumers","authors":"K. M. Anwarul, Islam Bangladesh, A. M. S. Bangladesh, Fandi Omeish, Abul Bashar, ©. K. M. A. Islam, A. Bhuiyan, Serajul Islam, Associate Professor K. M. Anwarul Islam","doi":"10.21511/im.19(4).2023.20","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.20","url":null,"abstract":"Halal brands are gaining popularity among Muslim consumers across the world. This study aims to explore the effect of brand awareness, religious belief, and brand trust on young Muslim consumers’ willingness to purchase halal-branded products. The electronic questionnaires were distributed to participants through Google Forms via a popular social media platform. The survey sample consisted of university students from Bangladesh who identified as Muslims. The paper utilized a purposive sampling technique to select participants for the study, resulting in a total of 517 respondents being included in the sample. Finally, 479 responses were found usable for this study, with a response rate of 92.70%. Among 479, 300 participants were male, while 179 students were female university students. The latest edition of the software SPSS has been employed to examine hypotheses and correlations, with a confidence level of 95%. The results showed a significant impact of brand awareness, religious belief, and brand trust on purchase willingness. Moreover, it indicates that consumers’ brand awareness about halal products (β = 0.392) has a greater effect on their purchase willingness. These findings have the potential to provide valuable insights for halal brands, as they can have a substantial impact on the purchasing choices of young Muslim consumers, particularly regarding their religious and halal concerns.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138979333","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":"A dark side of retargeting? How advertisements that follow users affect post-purchase consumer behavior: Evidence from the tourism industry in Saudi Arabia","authors":"Haitham Alghanayem, G. Lamberti, J. López-Sintas","doi":"10.21511/im.19(4).2023.19","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.19","url":null,"abstract":"This study aims to explore the complex effects of post-purchase retargeting ads on consumer behavior, with a focus on expectation confirmation, satisfaction, and repurchase intentions. Additionally, it examines the influence of time spent online on these effects. Anchored in expectation confirmation theory (ECT), the study analyzes responses from 396 Saudi Arabian e-tourism customers who encountered competitive retargeting ads after purchasing an e-tourism package. The analysis employs partial least squares structural equation modeling (PLS-SEM) and multigroup analysis (MGA) to test the hypotheses. A notable finding is the direct negative impact of retargeting ads on expectation confirmation: increased exposure to such ads post-purchase seems to diminish the perception that initial expectations of the product or service are being met. The negative effect of these ads also indirectly influences satisfaction and repurchase intentions. Furthermore, the MGA results indicate variations in this negative impact based on the time spent online. Specifically, the more time consumers spend online, the stronger the negative impact, leading to a significant decrease in satisfaction and repurchase intentions. These insights reveal the complex nature of post-purchase retargeting ads and underscore the importance of accounting for consumers’ online behavior. They offer valuable direction for marketers to refine retargeting strategies to better resonate with consumer expectations.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138592591","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 influence of corporate social responsibility on repurchase intention: The mediating effect of satisfaction","authors":"Sang Vo Minh, Uyen Phan Nguyen Thao, Khanh Truong Tan, Phung Pham Van","doi":"10.21511/im.19(4).2023.17","DOIUrl":"https://doi.org/10.21511/im.19(4).2023.17","url":null,"abstract":"The study evaluates the impact of corporate social responsibility (CSR) on customer satisfaction and repurchase intention in the fast food service business in Vietnam. This study used quantitative research methods with a sample of 414 customers aged 18 and older who have used fast food service in Vietnam. Primary data were collected based on customers’ willingness to provide information through questionnaire links on social networking platforms such as Facebook and Zalo. Structural equation modeling and mediating effect analysis were used to test the correlation between components in the research model. Research results have identified three components of CSR, including community responsibility, environmental responsibility, and ethical responsibility in business, that directly and positively influence customer satisfaction. The results validate the mediating influence of satisfaction on the correlation between CSR components (community, environmental, and ethical responsibility) and repurchase intention, which very few previous studies have performed. These findings theoretically contribute to the literature, verifying three CSR components from the customer’s point of view in the fast food service business, including community, environmental, and ethical responsibility. Expanding the theory on factors affecting customer satisfaction and promoting cause-related marketing, prosocial behavior, and competitive advantage theory is necessary. As for managerial contributions, fast food business brands are suggested to invest and increase their CSR activities.","PeriodicalId":37060,"journal":{"name":"Innovative Marketing","volume":null,"pages":null},"PeriodicalIF":1.1,"publicationDate":"2023-12-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138601736","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}