Journal of contemporary marketing science最新文献

{"title":"The agency of attachment orientation and parenthood: an investigation of individuals’ social comparison and self-gifting motivations","authors":"Brent Smith, Sereikhuoch Eng","doi":"10.1108/jcmars-02-2024-0006","DOIUrl":"https://doi.org/10.1108/jcmars-02-2024-0006","url":null,"abstract":"PurposeWe aim to ascertain whether and how an individual’s social comparison affects their self-gifting motivations (SGMs).Design/methodology/approachWe survey a North American sample comprising 619 Canadian and US respondents. We apply partial least squares structural equation modeling (PLS-SEM) to examine relationships between social comparison, attachment orientation, parenthood, and self-gifting motivations.FindingsWe find that social comparison positively impacts self-gifting motivations. Additionally, we find that attachment orientation and parenthood can moderate social comparison’s impact on positively valenced SGMs and negatively valenced SGMs, respectively.Originality/valueWe elevate and expand existing scholarship on consumers’ self-gifting. Through the current study, we contribute new, empirical evidence illuminating how individuals’ attachment orientation (i.e. secure v. insecure) and parenthood status (i.e. parent v. non-parent) serve as agency-oriented moderators to temper social comparison’s influences on SGMs.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"31 21","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141924676","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":"Factors that affect ethical consumption and eWOM of Millennials and Z generations","authors":"Vagia Mochla, George Tsourvakas","doi":"10.1108/jcmars-12-2023-0048","DOIUrl":"https://doi.org/10.1108/jcmars-12-2023-0048","url":null,"abstract":"PurposeThe present study aims to explore ethical consumption of Millennials and Generation Z and the effect of eWOM on their purchase intention.Design/methodology/approachA Structural Equation Model (SEM) was employed to test research hypotheses based on the Theory of Planned Behaviour (TPB), examining the effects of attitudes and subjective norms. Additionally, the study assessed the impact of product characteristics and consumer awareness of ethical characteristics on purchase intention and eWOM.FindingsResults reveal no significant differences between Millennials and Generation Z regarding purchase intention. However, Generation Z significantly drives the spread of eWOM. Notably, Generation Z's attitudes towards products from socially responsible and environmentally sustainable companies significantly influence eWOM creation, suggesting a potential new research direction.Research limitations/implicationsThis study is also subject to some limitations, which the researchers must point out and which may lead to further research. First, it should be emphasized that the study used a convenient sample, but the study is geographically limited in terms of its significance and the generations analyzed. For this reason, the generalization of the results should be done with caution. In addition, as the exogenous independent variables investigated in this study are limited to a number of different factors that influence the consumption of sustainable products, such as the company's reputation, the perceptual ability of the public to distinguish whether the actions of brands actually serve society or whether they are unrelated actions, as well as the personality and socio-cultural background of consumers can be included in future research. In addition, studies can be conducted to identify subgroups with different motivations among both Millennials and Generation Z and diagnose different market segments that could further confirm the findings.Practical implicationsBased on these findings, brands can develop their social network strategy by emphasizing the environmental and social attributes of their products, services, and benefits. It is also important to undertake initiatives linked to strong sustainability practices and information campaigns to form a positive attitude among consumers and strengthen their purchasing behavior. Particular attention should also be paid to the regular control of the effectiveness and impact of the messages to achieve the greatest public involvement.Social implicationsBrands must focus on developing successful strategies to strengthen employer branding through a positive work experience, the creation of jobs related to sustainability, the correct application of ESG criteria in all departments involved, the adaptation of training programs, and the corresponding promotion of all these practices that lead to positive eWOM to obtain a competitive advantage (Clementino and Perkins 2021).Originality/valueThis study contributes theo","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"77 26","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-07-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141664705","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":"Children’s sensory involvement and parents' purchase decision: the mediating role of parents' attitude","authors":"HamidReza Talaie","doi":"10.1108/jcmars-08-2023-0036","DOIUrl":"https://doi.org/10.1108/jcmars-08-2023-0036","url":null,"abstract":"PurposeChildren’s sensory involvement refers to the degree to which children engage their senses, such as sight, touch, taste, smell and hearing, in their interactions with the environment. In the context of parents' purchase decisions, children’s sensory involvement pertains to how children's sensory involvement influences the purchasing decisions made by their parents. The aim of this study was to evaluate the effect of children's sensory involvement on parents’ purchase decisions considering the mediating role of the parent’s attitude.Design/methodology/approachIn this study, a structured questionnaire survey was conducted with parents of children aged 7–12 in Isfahan, Iran. The sample consisted of 210 parents, aimed at elucidating the relationship between variables. Structural equation modeling (SEM) was employed to analyze the relationship between variables.FindingsResults showed a significant relationship between children’s sensory involvement and parents’ purchase decisions, children’s sensory involvement and parents’ attitudes and parents’ attitudes and purchase decisions. It was concluded that children’s sensory involvement could indirectly influence the parents’ purchase decisions considering the mediating role of parents' attitudes.Originality/valueIn today's business landscape, it is imperative for organizations to discern the multitude of factors influencing consumers' purchasing decisions. Among these, family dynamics play a substantial role, with children often exerting a strong influence on their parents' buying choices. Despite the acknowledged importance of this dynamic in existing literature, the specific impact of children's sensory involvement on parental purchasing decisions remains largely unexplored. Therefore, this paper aims to fill this gap in the literature by shedding light on the role of children's sensory involvement in shaping parental buying behaviors.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"9 6","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140666397","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":"Navigating the digital landscape: how e-marketing and product attractiveness shape company reputation from a customer-centric perspective","authors":"Khelood A. Mkalaf, Amer A. Kadhum, R. Al-Hadeethi, Ammar Al-Bazi","doi":"10.1108/jcmars-06-2023-0019","DOIUrl":"https://doi.org/10.1108/jcmars-06-2023-0019","url":null,"abstract":"PurposeThis study investigates the influence of e-marketing risks on a Corporation’s Reputation (CR) resulting from its online marketing of products and services.Design/methodology/approachA comprehensive analysis was conducted to enhance the company’s e-marketing strategies and bolster its reputation in the market. This involved an investigation into key factors of e-marketing risks, such as customer confidence, product quality, marketing fraud, credibility and customer knowledge and proficiency in using online platforms. These factors have directly impacted the company’s reputation, including aspects such as product/service quality, attractiveness, performance and commitment to social responsibility.FindingsIts finding indicates that customers' lack of confidence in e-marketing has a strong impact on CR, followed by product quality and credibility. The absence of consumer awareness about e-marketing websites and e-fraud frequently negatively affects the organizational reputation.Practical implicationsTo enhance the corporation’s reputation, it is recommended that companies provide educational resources on online shopping, including guidance on using the company’s website, comparing prices and other services that facilitate online purchases. This will help to support the credibility of e-marketing and enhance customer trust.Originality/valueThis research is an exploration of how e-marketing has affected a Corporation’s Reputation. It provides modern knowledge about the dynamic interplay between digital strategies and brand perception. Investigating this relationship provides valuable insights into the evolving landscape of consumer trust in the digital age. By analysing the various ways in which e-marketing influences a company’s reputation, innovative approaches can be developed to enhance its online presence and build lasting customer trust.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"62 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140729562","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":"Electric vehicles purchase intention: the role of mediators using an extended TPB model","authors":"Sze Yee Boo, Consilz Tan","doi":"10.1108/jcmars-11-2023-0042","DOIUrl":"https://doi.org/10.1108/jcmars-11-2023-0042","url":null,"abstract":"PurposeThis research intends to investigate the determinants that affect consumers’ purchase intention of electric vehicles (EVs) in Malaysia using an extended theory of planned behaviour (TPB).Design/methodology/approachSurvey data were collected with a sample size of 306. The research used SmartPLS 4.0 structural equation modelling tool to analyse the data. Reliability and validity tests (discriminant and convergent validity) were used and subsequently assessed the measurement and structural models. Mediation analysis was conducted to identify the role of the latent constructs.FindingsThe findings indicated that a green purchase attitude plays a complete mediation role in the effect of environmental knowledge on the purchase intention of EVs. In the same notion, the effect of price perception and availability of charging facilities on the purchase intention of EVs passes completely through perceived behavioural control. However, the subjective norm was an insignificant mediator of the impact between government support and EV purchase intention.Research limitations/implicationsThis paper helps to examine the latent constructs that impact purchase intention using environmental knowledge, government support, price perception and the availability of charging facilities. Successful green marketing and a sustainable consumerism framework are seen as a booster to promote the usage of EVs in Malaysia.Originality/valueAn extended TPB model has been employed in this research to study the effects of the above-mentioned constructs. The results show that most of the extended constructs are significant in explaining the purchase intention. The empirical results address the gap in the consumer green attitude and provide insight into this area of study.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"15 17","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140745523","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":"Linking consumer attitude with purchasing behavior via interpersonal influences: the role of corporate social responsibility","authors":"S. A. Qalati, F. Siddiqui, Yusheng Kong","doi":"10.1108/jcmars-10-2023-0041","DOIUrl":"https://doi.org/10.1108/jcmars-10-2023-0041","url":null,"abstract":"PurposeConsumer purchasing behavior (CPB) plays a crucial role within the hospitality sector, specifically in restaurants situated in China, as it directly impacts the performance and profitability of businesses. In this context, there is a need to assess the factors influencing CPB. Therefore, this research seeks to inspect the influence of consumer attitudes (CA) on interpersonal influences (II) and CPB. Additionally, seeks to explore the mediation of II and the moderation of corporate social responsibility (CSR).Design/methodology/approachThis study utilized cross-sectional data obtained through online surveys. To analyze the data, structural equation modeling was employed.FindingsThe research unveils a substantial and positive association between CA, II and CPB. It also found that II partially mediates CA and CPB association. Moreover, CSR was identified as a moderator in the connection between CA and CPB.Practical implicationsThe implications of this study are of great significance for companies operating in the hospitality industry. They indicate that cultivating favorable CA and promoting II, while considering CSR initiatives, can effectively augment overall purchasing behavior. As a result, it can contribute to the achievement of business success.Originality/valueThis study offers a unique perspective on the factors driving purchasing behavior, shedding light on how businesses can enhance their performance and profitability in this specific setting.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"15 45","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-04-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140745823","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":"Transforming metaverse marketing into strategic agility in SMEs through mediating roles of IMT and CI: theoretical framework and research propositions","authors":"Kwabena Abrokwah-Larbi","doi":"10.1108/jcmars-08-2023-0034","DOIUrl":"https://doi.org/10.1108/jcmars-08-2023-0034","url":null,"abstract":"PurposeThis study aims to explore the conversion of metaverse marketing (MVM) into strategic agility among SMEs based on dynamic capabilities (DC) and dynamic management capabilities (DMC) theories. This paper discusses how constructs such as immersive marketing technologies (IMT), customer immersion (CI) and managerial capabilities (MC) play critical role in the transformation of MVM into strategic agility (SA).Design/methodology/approachA theoretical framework based on DC and DMC theories, and a comprehensive review of the literature on MVM, IMT, CI, MC and SA, was developed in order to theoretically investigate the relationships between MVM and SA. In this theoretical framework, MVM is the independent variable, while the dependent variable is SA. Also, IMT and CI both mediate the association between MVM and SA, while MC moderate the association between MVM and SA in one stream; and CI and SA in another stream.FindingsThis research study develops a theoretical framework that recommends nine set of important research propositions in MVM. An extensive literature review was conducted to examine the theoretical framework on the effect of MVM on SA. The proposed theoretical framework suggests that brand community development and communication, experiential marketing and personalisation in MVM, once accessed through IMT (i.e. VR, AR, MR) and CI (i.e. customer engagement, customer absorption-customer acquisition and assimilation of knowledge, presence) can produce significant SA through customer experience management, value co-creation and process innovation.Originality/valueThis current study develops a theoretical framework that theorise the relationship between MVM and SA rooted in literature on MVM and SA, and also based on DC and DMC perspective. The moderating effect of MC on the relationship between IMT and SA on one hand, and CI and SA on the other, provides support to IMT and CI as mediators in the transformation of MVM into SA. This study also provides insight into SME adoption of MVM and how it generates SA. Lastly, the current study contributes to the body of knowledge on MVM, IMT, CI, MC and SA.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"43 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140239925","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":"Are you alright brand equity? Analysis of the top 100 global brands during COVID-19 outbreaks","authors":"A. R. Zahari, Elinda Esa","doi":"10.1108/jcmars-06-2023-0017","DOIUrl":"https://doi.org/10.1108/jcmars-06-2023-0017","url":null,"abstract":"PurposeThe purpose of this study is to determine whether COVID-19 had an impact on the brand equity of the Top 100 global brands in the Americas, European and Asian regions over the three years of assessment (2020–2022).Design/methodology/approachA secondary data method (document scanning) was used to gather the study’s data from Brand Finance’s Global 500 annual reports from 2019 to 2022. The data for this study was analysed using the IBM Statistical Package for Social Science (SPSS) Statistics for Windows, Version 26.0. The data were subjected to a descriptive test and one-way analysis of variance.FindingsThe findings showed that most of the Top 100 global brands from the Americas, Europe and Asia experienced little or no impact due to COVID-19. Thus, no significant differences were found to exist among the Top 100 global regional brands due to COVID-19 in the years 2020 and 2021. However, there is a significant difference in 2022 due to its small effect size.Originality/valueThe findings of this paper contribute to brand equity literature and global branding literature in the context of COVID-19. This paper innovatively frames brand equity and provides guidelines to help brands sustain their financial-based brand equity during a worldwide crisis.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"30 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-03-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140259659","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":"Investigating online shopping behavior of generation Z: an application of theory of consumption values","authors":"S.M. Sohel Rana, Sheikh Mohammad Fauzul Azim, Arifur Rahman Khan Arif, Mohammed Sohel Islam Sohel, Farhana Newaz Priya","doi":"10.1108/jcmars-03-2023-0005","DOIUrl":"https://doi.org/10.1108/jcmars-03-2023-0005","url":null,"abstract":"PurposeThe tech savvy generation Z consumers constitute a significant market of online shopping. Understanding their shopping behavior is thus a pressing need to expand the e-commerce business. Under this backdrop, the study aims to predict the online shopping behavior of generation Z customers in Bangladesh.Design/methodology/approachThis study used the theory of consumption values (TCV) along with shopping enjoyment to understand the online shopping behavior of generation Z. A structured set of questionnaire was used to gather the responses on a five point Likert scale. A total of 411 valid responses were considered after discarding incomplete responses. The collected data were analyzed using the partial least squares structural equation modeling (PLS-SEM) approach with the help of smart PLS 4.0 software.FindingsThe statistical findings reveal that functional value is the most significant determinant of online shopping behavior among generation Z followed by social value, conditional value and epistemic value. The study also reveals that relationship between emotional value and online shopping behavior and relationship between conditional value and online shopping behavior is moderated by shopping enjoyment.Originality/valueThe paper contributes to the consumer behavior literature as the findings provide a comprehensive model from values perspectives to understand online shopping behavior among Gen Z customers in a developing country like Bangladesh. The findings of this study offer important insights to the marketers also since it reveals the values consumers consider while shopping online. The findings might help practitioners develop their online strategies to expand the business.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"46 17","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139533229","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":"Warmth or competence: understanding the effect of brand perception on purchase intention via online reviews","authors":"Baoku Li, Yafeng Nan","doi":"10.1108/jcmars-06-2023-0018","DOIUrl":"https://doi.org/10.1108/jcmars-06-2023-0018","url":null,"abstract":"Purpose The purpose of this paper is to explore the main effect of brand perception (brand warmth vs brand competence) on purchase intention, the mediating effect of brand love and the moderating effects of the emotional polarity of online reviews. Design/methodology/approach This paper utilizes experimental design and machine learning to collect and clean data. The ANOVA, t -test and bootstrap analysis methods are used to verify the assumed hypotheses. Findings Findings demonstrate that brand perception influences purchase intention with the mediating effect of brand love and the moderating effect of the emotional polarity of online reviews. In particular, brand perception can promote brand love and further enhance purchase intention. When consumers browse positive online reviews, brand warmth (vs brand competence) will lead to higher purchase intention. However, when consumers browse negative online reviews, brand competence (vs brand warmth) will weaken purchase intention more. Originality/value The findings of the current research contribute to purchase intention in the context of online reviews by highlighting the importance of brand love and the key role of brand perception, to which prior studies have paid little attention. The authors' research also provides some suggestions for enterprises about how to strengthen brand love by investigating consumers' perceptions of brand warmth and brand competence and further increasing purchase intention while consumers face positive or negative online reviews.","PeriodicalId":480606,"journal":{"name":"Journal of contemporary marketing science","volume":"273 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135043696","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}