International Journal of Market Research最新文献

Examining stated improvement research methods 审查既定的改进研究方法

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-30 DOI: 10.1177/14707853241280443

Michael S. Garver

引用次数: 0

Marketing Outcomes and Shareholder Value: A Review and Research Agenda 营销成果与股东价值：回顾与研究议程

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-26 DOI: 10.1177/14707853241277346

Johnson C. Madathil, Justin Paul, Nithya Murugan

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Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis 衡量首相品牌：探索尼德姆评估英国鲍里斯-约翰逊和希腊康斯坦丁诺斯-米佐塔基斯的框架

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-22 DOI: 10.1177/14707853241276963

Panos Koliastasis, Darren Lilleker

{"title":"Measuring prime ministerial brands: Exploring Needham’s framework for assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis","authors":"Panos Koliastasis, Darren Lilleker","doi":"10.1177/14707853241276963","DOIUrl":"https://doi.org/10.1177/14707853241276963","url":null,"abstract":"Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"10 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142225121","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Machine learning based methods for ratemaking health care insurance 基于机器学习的医疗保险费率制定方法

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-18 DOI: 10.1177/14707853241275446

Amal Ben Hamida, Manel Kacem, Christian de Peretti, Lotfi Belkacem

{"title":"Machine learning based methods for ratemaking health care insurance","authors":"Amal Ben Hamida, Manel Kacem, Christian de Peretti, Lotfi Belkacem","doi":"10.1177/14707853241275446","DOIUrl":"https://doi.org/10.1177/14707853241275446","url":null,"abstract":"In insurance, proposing an accurate premium that is adjusted to the insured risk profile allows companies to better manage their portfolios and to be more competitive. Machine learning methods have recently been adopted for various improvements in insurance ratemaking, especially in the automobile industry. These models are specifically used to mine potential data information and to build a predictive model for a variable of interest using explanatory variables. In this paper, we aim to provide a pricing method for ratemaking individual healthcare insurance contracts using machine learning algorithms that are applied to a Tunisian healthcare insurance portfolio. We start with a simple Classification and Regression Tree, and we work toward more advanced methods that are Random Forest, Extreme gradient boosting, Support Vector Regression, and Artificial Neural network regression model. The predictive performance of these non-parametric methods is compared with the standard generalized linear model. Our results showed the applicability of machine learning in the healthcare insurance market and that the XGBoost algorithm outperforms the predictive capacity of the classical generalized linear model.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"43 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195439","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention 什么情况下 "越多越好"？注意增强短视频广告中展示的产品特征数量对购买意向的影响

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-14 DOI: 10.1177/14707853241268151

Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu

{"title":"When “the more the better”? Mindfulness enhances the effect of the number of displayed product features in short video ADs on purchase intention","authors":"Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu","doi":"10.1177/14707853241268151","DOIUrl":"https://doi.org/10.1177/14707853241268151","url":null,"abstract":"In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"40 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"142195493","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Examining the use of explicit ‘no opinion’ options in attitude survey design 研究态度调查设计中明确 "无意见 "选项的使用情况

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-02 DOI: 10.1177/14707853241269545

Michael D. Mattei, Stephen J. Hellebusch, Matthew D. Mattei

引用次数: 0

From landslide to mudslide: The strategic marketing mistakes of the 2020–2023 New Zealand Labour Government 从山崩到泥石流：2020-2023年新西兰工党政府的战略营销失误

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-08-02 DOI: 10.1177/14707853241268642

Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden

{"title":"From landslide to mudslide: The strategic marketing mistakes of the 2020–2023 New Zealand Labour Government","authors":"Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden","doi":"10.1177/14707853241268642","DOIUrl":"https://doi.org/10.1177/14707853241268642","url":null,"abstract":"This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. Although a respected minister, Chris Hipkins, took over, the party then suffered a massive defeat. We apply a playbook developed for the 2020 election to identify the reasons behind such a downturn in fortunes, noting the speed of change of voter priorities and Labour’s failure to develop a clear vision or pivot to address changed priorities. We draw on multiple sources of data, including party policies, communications, polling data and the public engagement survey Vote Compass. This confirms that governments, to maintain support, must utilise appropriate market research and engage in careful political marketing planning, starting with understanding voter expectations from the last election.","PeriodicalId":47641,"journal":{"name":"International Journal of Market Research","volume":"36 1","pages":""},"PeriodicalIF":3.0,"publicationDate":"2024-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141886798","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":4,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Digital technologies meet soft laddering: A critical reflective perspective 数字技术与软阶梯：批判反思的视角

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-07-31 DOI: 10.1177/14707853241269459

Chiara Bartoli, Alberto Mattiacci, Costanza Nosi

引用次数: 0

Sixty-five years of the International Journal of Market Research 国际市场研究杂志》创刊 65 周年

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-07-29 DOI: 10.1177/14707853241264344

Daniel Nunan

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The future of political marketing: New bridges and faster, more dangerous roads 政治营销的未来：新的桥梁和更快、更危险的道路

IF 3 4区管理学

International Journal of Market Research Pub Date : 2024-07-23 DOI: 10.1177/14707853241264118

Bruce I. Newman

引用次数: 0