Journal of Marketing and Consumer Behaviour in Emerging Markets最新文献_第3页

Femvertising and Its Perception by Polish Female Consumers 波兰女性消费者对女性广告的认知

Journal of Marketing and Consumer Behaviour in Emerging Markets Pub Date : 1900-01-01 DOI: 10.7172/2449-6634.jmcbem.2021.1.4

Klaudia Macias

{"title":"Femvertising and Its Perception by Polish Female Consumers","authors":"Klaudia Macias","doi":"10.7172/2449-6634.jmcbem.2021.1.4","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.1.4","url":null,"abstract":"The world is constantly undergoing socio-economic and cultural changes, but the existence of patriarchy and the related gender inequality remain unchanged. In response to this state of aff airs, a feminist movement emerged and infl uenced society. Companies recognize the changes taking place in society and decide to include the feminist movement in their cause-related marketing campaigns. This is how a relatively new form of marketing communication, called femvertising, was born. This paper aims to analyze this form of marketing communication and the eff ect of both hostile and benevolent sexism on the perception of advertising. The research method employed in this study was a quantitative survey on a sample of 321 Polish women. The results of the survey showed that women rate advertisements portraying females in an unconventional way higher than traditional advertisements. Moreover, the perception of advertisements is infl uenced by the level of both benevolent and hostile sexism. The higher the level of sexism, the more negative the evaluation of pro-women advertising becomes. This is a suggestion for advertisers that diversifying an advertising message can be an eff ective marketing strategy.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122472768","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 Environmentalist Movement in the World and Environmental Studies in the Marketing Literature 世界环境保护运动与市场营销文献中的环境研究

Journal of Marketing and Consumer Behaviour in Emerging Markets Pub Date : 1900-01-01 DOI: 10.7172/2449-6634.jmcbem.2021.1.3

Bilgehan Öztürk

{"title":"The Environmentalist Movement in the World and Environmental Studies in the Marketing Literature","authors":"Bilgehan Öztürk","doi":"10.7172/2449-6634.jmcbem.2021.1.3","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.1.3","url":null,"abstract":"Problems such as environmental pollution, the depletion of the ozone layer, the melting of glaciers due to global warming, the decline in clean resources and the extinction of some species have prompted people to consider the idea of a more sustainable world. In this process, humanity is going through a mental transformation and gaining some awareness. As emphasized in this study, all crises (accidents, fi res, outbreaks, etc.) experienced worldwide have been the driving forces for environmental transformations. Environmentalist movements emerging from this orientation have also found their place in the world of science and therefore in the marketing literature. From this point of view, the aim of this study is to explain the scientifi c publications inspired by the environmental transformations experienced chronologically and to reveal the part that is present in the marketing literature. In this study, it has been shown with which intensity environmental studies have been included in the marketing literature. In addition, it was determined which marketing journals were discussed intensely. This study points to potential academic fi elds of study. Finally, this study emphasizes that while trying to explain green consumer profi les, attention should be paid to macro factors (lifestyle, sociological variables, etc.) in addition to micro factors such as values and norms. National and corporate green policies can be more successful if handled in this context.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"65 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125874044","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

Predicting Consumers’ Intention to Shop Online in an Emerging Market: A COVID-19 Perspective 预测新兴市场消费者的网上购物意愿:基于COVID-19的视角

Journal of Marketing and Consumer Behaviour in Emerging Markets Pub Date : 1900-01-01 DOI: 10.7172/2449-6634.jmcbem.2021.1.1

Afsarul Islam, Nishath Anjum, Imran Ahmed

{"title":"Predicting Consumers’ Intention to Shop Online in an Emerging Market: A COVID-19 Perspective","authors":"Afsarul Islam, Nishath Anjum, Imran Ahmed","doi":"10.7172/2449-6634.jmcbem.2021.1.1","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.1.1","url":null,"abstract":"As an emerging economy, Bangladesh has witnessed a remarkable development in adopting information and communication technologies over the last decade. Hence, the fi eld of e-commerce is expanding rapidly and consumers are now using the internet as an alternative channel for buying. The fundamental purpose of this study is to predict consumers’ intention to purchase online during the COVID-19 pandemic in Bangladesh. Based on the Theory of Planned Behavior (TPB), this study attempts to explore certain factors (attitude towards online shopping, subjective norms, perceived behavioral control) aff ecting consumers’ online buying intention. A structured questionnaire has been used to collect the primary data through the CAWI survey method. A total of 157 respondents have participated in this study from diff erent universities in Sylhet city, Bangladesh. This study employed multiple regression analysis to test the proposed research model. The fi ndings indicate that all the predictors have a signifi cant impact on consumers’ behavioral intention to do online shopping during the COVID-19 pandemic. However, any developing country like Bangladesh has a genuine need for more research works on the e-commerce fi eld. This study provides some valuable insights into the adoption of the online shopping system in an emerging economy which helps the e-commerce industry to understand online consumers’ behavior to develop various marketing strategies accordingly. The study also contributes to the body of knowledge both at the academic and practical levels.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"48 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133085517","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

The review of the book “Employer Branding – Eine wissenschaftliche Analyse des State-of-the Art empirischer Untersuchung im Bereich Employer Branding” written by Peter Kuhn 这个问题也就是贾伯恩在这个问题上的问题

Journal of Marketing and Consumer Behaviour in Emerging Markets Pub Date : 1900-01-01 DOI: 10.7172/2353-6845.jbfe.2014.2.3

Anna Jędrzejczyk

引用次数: 1

The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia 广告诉求对马来西亚女性时尚产品购买意愿的影响

Journal of Marketing and Consumer Behaviour in Emerging Markets Pub Date : 1900-01-01 DOI: 10.7172/2449-6634.jmcbem.2021.1.2

Nur Farihah Bt. Isamudin, Muhammad Tahir Jan

{"title":"The Impact of Advertising Appeals on Purchase Intention for Women’s Fashion Products in Malaysia","authors":"Nur Farihah Bt. Isamudin, Muhammad Tahir Jan","doi":"10.7172/2449-6634.jmcbem.2021.1.2","DOIUrl":"https://doi.org/10.7172/2449-6634.jmcbem.2021.1.2","url":null,"abstract":"This paper is mainly focused on analyzing the impact of four advertising appeals, namely love appeal, humor appeal, happiness appeal and excitement appeal on purchase intention for women fashion products in Malaysia. Primary data were collected from 303 respondents using selfadministered online questionnaire that was distributed among social media users in Malaysia. The collected data went through an extensive process of screening and sorting to prepare for the analyses. Several important tests were conducted using analytical tools, namely IBM Statistical Package for the Social Sciences (SPSS) and its added module, AMOS to reach the fi ndings. Among them are a descriptive analysis, reliability tests, an exploratory and confi rmatory factor analysis, and hypothesis testing. In addition, two-stage structural equation modeling (SEM) was used to test for the fi tness of the proposed model. The fi ndings from the study revealed that two out of four advertising appeals, namely excitement appeal and love appeal, had signifi cant positive impacts on consumers’ purchase intention. Meanwhile, humor appeal and happiness appeal were found to have insignifi cant impacts. This research provides invaluable insights for marketers, especially those in women’s fashion industry in Malaysia, in creating eff ective advertising campaign to promote their fashion products to consumers in Malaysia. A unique attempt to investigate the individual impact of love appeal, humor appeal, happiness appeal, and excitement appeal on purchase intention is the strength of this research. Further, this study is also invaluable because of its main consideration, which was women’s fashion products.","PeriodicalId":395523,"journal":{"name":"Journal of Marketing and Consumer Behaviour in Emerging Markets","volume":"121 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114722551","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