European Journal of Marketing最新文献

{"title":"Turning commitment into performance through buyer dependence: a dual pathway approach","authors":"Daniel Padgett, Christopher D. Hopkins, Colin B. Gabler","doi":"10.1108/ejm-02-2022-0084","DOIUrl":"https://doi.org/10.1108/ejm-02-2022-0084","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate the interrelated role of relational commitment and dependence as drivers of key performance outcomes. Specifically, the authors provide a conceptual model of the impact of commitment on relationship value dependence and switching cost dependence. The authors further investigate how these dimensions of dependence offer differing noneconomic and economic paths to strategic and financial performance.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Survey data was collected from 296 purchasing agents across multiple industries located in the USA. The conceptual model and accompanying hypotheses were tested via partial least squares structural equation modeling.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that the relational path is driven by affective and normative commitment, which are related to relationship value dependence. Conversely, calculative commitment is related to switching cost dependence. This economic path is related to both strategic and financial performance, whereas the relational path is more closely related to strategic as opposed to financial performance outcomes.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study extends research on Business-To-Business (B2B) relationships by leveraging social exchange theory to examine the interrelated roles played by two forms of dependence on performance outcomes. Thus, the authors answer Scheer <em>et al.</em>’s (2015) call for research into the two distinct types of dependence – relationship value and switching cost dependence – and their roles in determining B2B relationship outcomes. The findings contribute to the literature by integrating social exchange and relationship marketing concepts to develop a dual pathway approach to B2B partnerships.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The results suggest that dependence is not necessarily negative for firms. Specifically, buyers can and do still exhibit positive performance, both strategic and financial, in relationships with suppliers even when dependent on the relationship. Regardless of whether buyers are dependent due to a relationship or economic factors, both can, in different ways, lead to positive strategic and financial outcomes. Together, the authors contribute to the understanding of B2B partnerships by offering guidelines for both buyers and suppliers in the dyad.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The authors derive a comprehensive model depicting primarily relational and economic paths to performance through different types of commitment and dependence. The authors contribute to the literature by demonstrating that relational and economic paths to success are not the same, highlighting how firms could influence performance even when the relationship is not necessarily characterized by generally positive relational benefits and behaviors.</p><!--/ Abs","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-03-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140035904","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Designing for identity: how and when brand visual aesthetics enable consumer diasporic identity","authors":"Mark Buschgens, Bernardo Amado Figueiredo, Janneke Blijlevens","doi":"10.1108/ejm-08-2022-0576","DOIUrl":"https://doi.org/10.1108/ejm-08-2022-0576","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate how and when visual referents in brand visual aesthetics (i.e. colours, shapes, patterns and materials) serve as design applications that enable consumer diasporic identity.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper uses an innovative methodology that triangulates 58 in-depth interviews with diasporic consumers, 9 interviews with brand managers and designers and a visual analysis of brands (food retailer, spices and nuts, skincare, hair and cosmetics, ice cream and wine) to provide a view of the phenomenon from multiple perspectives.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study illustrates how and when particular applications and compositions of product and design referents support diasporic identity for Middle Eastern consumers living outside the Middle East. Specifically, it illustrates how the design applications of harmonising (applying separate ancestral homeland and culture of living product and design referents simultaneously), homaging (departing from the culture of living product and design referents with a subtle tribute to ancestral homeland culture) and heritaging (departing from the ancestral homeland culture product and design referents with slight updates to a culture of living style) can enable diasporic identity in particular social situations.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Although applied to the Middle Eastern diaspora, this research opens up interesting avenues for future research that assesses diasporic consumers’ responses to brands seeking to use visual design to engage with this market. Moreover, future research should explore these design applications in relation to issues of cultural appreciation and appropriation.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The hybrid design compositions identified in this study can provide brand managers with practical tools for navigating the design process when targeting a diasporic segment. The design applications and their consequences are discussed while visually demonstrating how they can be crafted.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"33 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-02-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139956196","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"How social media usage and the fear of missing out impact minimalistic consumption","authors":"Fang-Chi Lu, Jayati Sinha","doi":"10.1108/ejm-08-2022-0641","DOIUrl":"https://doi.org/10.1108/ejm-08-2022-0641","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to examine the influence of social media usage (SMU) on minimalist consumption and how the fear of missing out (FoMO) underlies this effect.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Four preregistered correlational/experimental studies (<em>n</em> = 1,763) are used. A pilot study (<em>n</em> = 436) examines the correlations between SMU, FoMO and minimalism. Studies 1 (<em>n</em> = 409), 2 (<em>n</em> = 415) and 3 (<em>n</em> = 503) further investigate the influence of SMU on minimalist consumption intentions, including mindful purchase, forgoing free products and decluttering, and test for evidence of mediation via FoMO by measuring or manipulating FoMO.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that a high SMU makes consumers susceptible to FoMO, leading to impulsive purchases and careless product acquisition. However, when campaigners promote minimalism as a social media movement, they can activate FoMO, persuading consumers to practice decluttering.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research might examine how subjective age affects FoMO and minimalist consumption tendencies. Could campaigners use young social cues to make older consumers more susceptible to FoMO appeals? Could old social cues cause younger consumers to perceive greater social responsibility and to embrace minimalist consumption?</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Minimalist lifestyles can promote sustainable consumption. This research provides insights into how SMU is a double-edged sword – it can cause FoMO users to disdain minimalism. However, it can promote minimalism if a minimalist campaign is strategically positioned as a social media movement using a FoMO-laden appeal.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>Extant consumer behavior research on minimalism has just begun to investigate the antecedents of minimalist consumption. FoMO is conceptually related to minimalism, but the relationship between FoMO and minimalist consumption has not yet been empirically tested. This research fills these gaps by examining SMU and the associated FoMO as antecedents of minimalist consumption. Empirical evidence for the impact of SMU on various minimalist consumption behaviors and the mediating role of FoMO is provided.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"155 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139752112","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"A social norms-based framework for understanding and predicting giver-recipient discrepancies in gift selection","authors":"Julian Givi, Jeff Galak","doi":"10.1108/ejm-04-2022-0311","DOIUrl":"https://doi.org/10.1108/ejm-04-2022-0311","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The gift-giving literature has documented several cases in which givers and recipients do not see eye-to-eye in gift-giving decisions. To help integrate this considerable segment of the gifting literature, this paper aims to develop a social norms-based framework for understanding and predicting giver-recipient asymmetries in gift selection.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Five experimental studies test the hypotheses. Participants in these studies evaluate gifts used in previous research, choose between gifts as either gift-givers or gift-recipients, and/or indicate their level of discomfort with choosing different kinds of gifts. The gifts vary in ways that allow the authors to test the social norms-based framework.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Gift-giving asymmetries tend to occur when one of the gifts under consideration is less descriptively, but not less injunctively, normative than the other. This theme holds for both asymmetries recorded in the gift-giving literature and novel ones. Indeed, the authors document new asymmetries in cases where the framework would expect asymmetries to occur and, providing critical support for the framework, the absence of asymmetries in cases where the framework would not expect asymmetries to emerge. Moreover, the authors explain these asymmetries, and lack thereof, using a mechanism that is novel to the literature on gift-giving mismatches: feelings of discomfort.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research has multiple theoretical implications for the literatures studying gift-giving and social norms. A limitation of this work is that it left some (secondary) predictions of its model untested. Future research could test some of these predictions.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>Billions of dollars are spent on gifts each year, making gift-giving a research topic of great practical importance. In addition, the research offers suggestions to consumers giving gifts, consumers receiving gifts, as well as marketers.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The research is original in that it creates a novel framework that predicts both the presence and absence of gift-giving asymmetries, introduces a psychological mechanism to the literature on giver-recipient gift choice asymmetries, and unifies many of the mismatches previously documented in this literature.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"18 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-02-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139752128","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Designing an empathetic user-centric customer support organisation: practitioners’ perspectives","authors":"Jagdish N. Sheth, Varsha Jain, Anupama Ambika","doi":"10.1108/ejm-05-2022-0350","DOIUrl":"https://doi.org/10.1108/ejm-05-2022-0350","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to develop an empathetic and user-centric customer support service design model. Though service design has been a critical research focus for several decades, few studies focus on customer support services. As customer support gains importance as a source of competitive advantage in the present era, this paper aims to contribute to industry and academia by exploring the service design model.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>The study adopted a theories-in-use approach to elucidate mental models based on the industry’s best practices. In-depth interviews with 62 professionals led to critical insights into customer service design development, supported by service-dominant logic and theory of mind principles.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The ensuing insights led to a model that connects the antecedents and outcomes of empathetic and user-centric customer service design. The precursors include people, processes and technology, while the results are user experience, service trust and service advocacy. The model also emphasises the significance of the user’s journey and the user service review in the overall service design.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The model developed through this study addresses the critical gap concerning the lack of service design research in customer support services. The key insights from this study contribute to the ongoing research endeavours towards transitioning customer support services from an operational unit to a strategic value-creating function. Future scholars may investigate the applicability of the empathetic user service design across cultures and industries. The new model must be customised using real-time data and analytics across user journey stages.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The empathetic and user-centric design can elevate the customer service function as a significant contributor to the overall customer experience, loyalty and positive word of mouth. Practitioners can adopt the new model to provide superior customer service experiences. This original research was developed through crucial insights from interviews with senior industry professionals.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research is the original work developed through the key insights from the interview with senior industry professionals.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"10 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139688647","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"The retail environment design (RED) scale: conceptualization and measurement","authors":"Julie Steen, Brian N. Rutherford, Barry J. Babin, Joseph F. Hair, Jr.","doi":"10.1108/ejm-06-2022-0451","DOIUrl":"https://doi.org/10.1108/ejm-06-2022-0451","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>Design is an important construct in the retail environment literature. Yet, the measures used for design have not followed appropriate scale development procedures. The purpose of this study is to provide a conceptual definition and then develop a scale for retail environment design (RED).</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Interviews with both consumers and marketing researchers are used to generate a potential list of items. Using four different studies, these items are refined, and the RED scale is offered.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study develops and validates the four-dimensional RED scale to measure the design of retail environments. The dimensions are functional, aesthetic, lighting and signage.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The newly developed RED scale will allow retailing researchers to measure lighting and signage qualities as part of retail design, measure design of retail environments more accurately and allow different studies to be compared.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The newly developed RED scale will allow retailers to better understand customers’ perceptions of the four dimensions of design. Retailers spend significant time and money designing and redesigning retail environments. The RED scale will enable managers to ensure these significant investments create competitive advantages and an appropriate return on investment.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>A scale to measure retail environment design is developed. The scale includes two dimensions (lighting and signage) that are not typically investigated.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"8 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139553027","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Increasing physical activity among Indonesian adolescents: a social marketing intervention reflection","authors":"David James Schmidtke, Mai Nguyen, Sharyn Rundle-Thiele","doi":"10.1108/ejm-05-2023-0416","DOIUrl":"https://doi.org/10.1108/ejm-05-2023-0416","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to provide an overview of a social marketing intervention that aimed to increase physical activity (aligned to UN SDG 3) among adolescents in Bali, Indonesia.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three sequential phases were followed to deliver the social marketing intervention. Phrase 1 (formative research) gained insights that guided a subsequent social marketing intervention. Phase 2 (pilot intervention) gathered preliminary results, to support the development of the final intervention. Phase 3 (intervention) evaluated the effectiveness of the two-month social marketing intervention.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results from the intervention tested in this paper identified significant behaviour change in physical activity, demonstrating the effectiveness of the intervention. Furthermore, the paper identifies which intervention inputs contribute to behaviour change and which do not.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This paper describes the outcomes from an eight-week pilot programme that aimed to increase rates of physical activity for Indonesian adolescents and provides early evidence of impact.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study found that providing adolescents with the opportunity to play team sports increases physical activity behaviour.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>There is a lot of ground that needs to be made in terms of designing programs capable of achieving impact in the Global South. The approach reported in this paper can serve as a best-practice model for researchers wanting to drive lasting behaviour change to overcome known inequities in the Global South.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515262","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Role of brand attachment and satisfaction in driving customer behaviors for durables: a longitudinal study","authors":"Ramesh Roshan Das Guru, Marcel Paulssen, Arnold Japutra","doi":"10.1108/ejm-01-2022-0028","DOIUrl":"https://doi.org/10.1108/ejm-01-2022-0028","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to extend research in marketing on two important relational constructs, customer satisfaction and brand attachment, by comparing their long-term effects on customer behaviors with different levels of performance difficulty in a relatively understudied domain of durable products.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Using a two-stage quantitative study with US customers from five durable product categories, the authors first explored the hierarchy of customers’ loyalty behaviors based on increasing effort in a pretest study (<em>N</em> = 675). Then, the authors tested the effectiveness of satisfaction and brand attachment for customers’ loyalty behaviors over a nine-month period in a longitudinal study (<em>N</em> = 2,284) with customers from the same product categories.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>Compared to satisfaction, brand attachment emerges as a stronger long-term predictor of customer behaviors. The performance difficulty of customer behaviors positively moderates the impact of brand attachment and negatively moderates the impact of customer satisfaction. Brand attachment is particularly effective in predicting difficult-to-perform customer behaviors, which require customers to expend resources such as time and money. Customer satisfaction is mainly effective for predicting easy-to-perform behaviors, but its long-term impact is significantly lower for easy-to-perform behaviors than brand attachment.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The use of consumer durables in the study and samples from only one country restricts the generalizability of the findings.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The complementary roles of customer satisfaction and brand attachment are highlighted. Only satisfying customers is not enough to engage customers in behaviors that require resources such as money, time and energy for the brand.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>A comparative study on the long-term effectiveness of two established relational metrics in explaining different customer behaviors varying in their performance difficulty in an understudied domain of durable products.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"33 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515224","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Social media “stars” vs “the ordinary” me: influencer marketing and the role of self-discrepancies, perceived homophily, authenticity, self-acceptance and mindfulness","authors":"Shehzala, Anand Kumar Jaiswal, Vidya Vemireddy, Federica Angeli","doi":"10.1108/ejm-02-2023-0141","DOIUrl":"https://doi.org/10.1108/ejm-02-2023-0141","url":null,"abstract":"&lt;h3&gt;Purpose&lt;/h3&gt;\u0000&lt;p&gt;Social media influencers have become constant companions of a large audience of young consumers, but a crucial yet underexplored area of examination relates to the implications of exposure to influencers for an individual’s self-concept. This study aims to examine if and how individuals experience self-discrepancies when exposed to influencers and the impact of such discrepancies on their affect, cognition and behaviors toward the influencers and the brands they endorse.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Design/methodology/approach&lt;/h3&gt;\u0000&lt;p&gt;The authors thematically analyze 17 semistructured interviews, develop a conceptual model and present a set of hypotheses. The hypotheses are tested by analyzing survey data from 503 respondents using structural equation modeling.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Findings&lt;/h3&gt;\u0000&lt;p&gt;Individuals actively engage in comparisons with influencers’ virtual self-presentation and treat them as emblematic of an ideal self. The associated self-discrepancy can lead to both negative and positive affect, but while the latter has a positive impact on e-word of mouth (WOM) and purchase intent, the former has a negative impact. Perceived homophily dampens the impact of exposure to influencer content on discrepancy and strengthens the link between discrepancy and positive affect. Self-acceptance and mindfulness positively moderate the impact of discrepancy on positive affect and negatively on negative affect. Perceived authenticity strengthens the impact of positive affect on e-WOM and dampens the impact of negative affect on purchase intention.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Research limitations/implications&lt;/h3&gt;\u0000&lt;p&gt;The authors contribute to the literature on self-discrepancies by identifying a consumer context where, in addition to the theoretically predicted negative affect, an individual may experience more positive emotions like feeling motivated or inspired because of the perceived attainability of an influencer as an ideal self. The authors contribute to the influencer marketing literature by examining the influencer–follower relationship and its implications for an individual’s self-concept, including the role played by perceived homophily and authenticity. The authors also contribute to the literature on consumer well-being and identify the role of self-acceptance and mindfulness in shaping consumer experiences.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Practical implications&lt;/h3&gt;\u0000&lt;p&gt;The authors provide a nuanced analysis of the impact of influencer marketing on consumer behavior with a focus on its impact on an individual’s self-concept. The authors argue for the role of perceived homophily and authenticity in shaping favorable consumer behavior outcomes and offer evidence for more inclusive approaches to marketing.&lt;/p&gt;&lt;!--/ Abstract__block --&gt;\u0000&lt;h3&gt;Originality/value&lt;/h3&gt;\u0000&lt;p&gt;The authors identify the influencer–follower relationship as a unique social exchange where the source of self-discrepancy is also a homo","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"24 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139515295","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

{"title":"Application of marketing to reduce consumer food waste in restaurants","authors":"Daisy Lee, Calvin Wan, Tiffany Cheng Han Leung, Sharyn Rundle-Thiele, Gabriel Li","doi":"10.1108/ejm-06-2023-0447","DOIUrl":"https://doi.org/10.1108/ejm-06-2023-0447","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to illustrate the application and effectiveness of a marketing programme co-designed by supply- and demand-side stakeholders to reduce consumer food waste in restaurants.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This stakeholder-based marketing pilot study adopted the co-create, build and engage framework for programme design and implementation. Major stakeholders, interacting at the point-of-sale, participated in a series of focus groups, interviews and co-design. The research process informed the marketing mix, which aimed to provide value for all parties. The four-week pilot programme was delivered in a non-buffet-style commercial restaurant chain for 10 months. The amount of consumer food leftovers was measured and compared with pre-programme baseline data to evaluate programme effectiveness.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The results show that the marketing mix co-designed by restaurant stakeholders and consumers effectively reduced food waste by almost half in the pilot period. The profitability of the pilot restaurant increased as food costs decreased.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This research demonstrates how working with stakeholders from both the supply and demand sides can identify motivations and barriers. Insights gained in the research phase can inform the delivery of a marketing mix that reduces consumer food waste. This study demonstrates the marketing research, design, implementation and evaluation process for a marketing programme that reduced consumer food waste.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>To effectively reduce consumer food waste, practitioners should not only focus on changing consumers’ behaviour. Co-designing solutions with food service stakeholders to address business and operation challenges is crucial to the attainment of a positive impact at the point-of-sale.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This research shows how marketing changes behaviour in individuals and business entities, contributing to positive environmental impact through waste reduction in the commercial food service sector.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":"39 1","pages":""},"PeriodicalIF":4.4,"publicationDate":"2024-01-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139481148","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}