European Journal of Marketing最新文献

{"title":"The effects of identity salience on product judgment in a domain of trade-offs","authors":"Claire Heeryung Kim, Da Hee Han","doi":"10.1108/ejm-10-2021-0786","DOIUrl":"https://doi.org/10.1108/ejm-10-2021-0786","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This paper aims to investigate a condition under which identity salience effects are weakened. By examining how identity salience influences individuals’ product judgment in a domain of trade-offs, the current research demonstrates that the utilitarian value of a product is an important determinant of the effectiveness of identity salience on product judgment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This research consists of two experiments. In Experiment 1, the authors examined whether identity salience effects were mitigated when the level of the perceived utilitarian value of an identity-incongruent product was greater than that of an identity-congruent product. In Experiment 2, the authors examined the effectiveness of internal attribution as a moderator that strengthens identity salience effects when the perceived utilitarian value of an identity-incongruent (vs. identity-congruent) product is higher.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>In Experiment 1, the authors show that when the utilitarian value of a product with an attribute congruent (vs. incongruent) with one’s salient identity is lower, individuals do not show a greater preference for the identity-congruent (vs. identity-incongruent) product, mitigating the identity salience effects. Experiment 2 demonstrates that when individuals with a salient identity attribute a decision outcome to the self, they display a greater preference for the identity-congruent product even when its utilitarian value is lower compared to that of the identity-incongruent product.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The research contributes to previous research examining conditions under which identity salience effects are weakened [e.g. social influence by others (Bolton and Reed, 2004); self-affirmation (Cohen <em>et al.</em>, 2007)] by exploring the role of the utilitarian value of a product, which has not been examined yet in prior research. Also, by doing so, the current research adds to the literature on identity salience in a domain of trade-offs (Benjamin <em>et al.</em>, 2010; Shaddy <em>et al.</em>, 2020, 2021). Finally, this research reveals that when a decision outcome is attributed to the self, identity salience effects become greater. By finding a novel determinant of identity salience effects (i.e. internal attribution), the present research contributes to the literature that has examined factors that amplify identity salience effects [e.g. cultural relevance (Chattaraman <em>et al.</em>, 2009); social distinctiveness (Forehand <em>et al.</em>, 2002); different types of groups (White and Dahl, 2007)].</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings provide managerial insights on identity-based marketing by showing a condition under which identity-based marketing does not work [i.e. when the utilitarian value of an identity-congruent (vs. identity-incongruent) pro","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-04-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140613549","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":"Building employee commitment through internal branding – a meta-analytic study","authors":"Atul Prashar, Moutusy Maity","doi":"10.1108/ejm-12-2021-0983","DOIUrl":"https://doi.org/10.1108/ejm-12-2021-0983","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to quantitatively consolidate the research conducted over the past four decades on how internal branding activities drive employee commitment. It summarizes several operationalizations of internal branding and tests the moderating effect of employee’s personal characteristics and job characteristics on the relationship between internal branding and employee commitment.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This paper uses meta-analysis as the research methodology. The analysis includes a sample of 65 studies (from 62 published works), yielding 226 effect sizes (coded into 82 composite effect sizes) over an aggregated sample of 21,706 respondents.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study finds that brand communication, brand-centered human resource management (HRM), training and development, organizational support and culture, brand-centered leadership and an excellent reward system are the key operationalizations of internal branding. Furthermore, employee’s personal (education, age and gender) and job (tenure, work status and level of customer orientation) characteristics significantly moderate the internal branding–employee commitment relationship.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Limited empirical literature on some of the internal branding operationalizations such as brand-centered HRM and rewards has curbed the scope of moderator analysis.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This paper proposes some effective ways of implementing internal branding strategies and provides support for boundary conditions that brand managers should consider to strengthen the impact of internal branding activities on employee commitment.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>As per the authors’ knowledge, this paper is among the few quantitative consolidations of four decades of research on the internal branding–employee commitment relationship.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-04-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560000","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":"Retweet to donate? Cause-related marketing in the era of social medialization","authors":"Shinhye Kim, Melanie Bowen, Xiaohan Wen","doi":"10.1108/ejm-06-2022-0484","DOIUrl":"https://doi.org/10.1108/ejm-06-2022-0484","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>The objectives of this study are threefold: to delineate the phenomenon of “You Share, We Donate” (YSWD) campaigns and what distinguishes them from sales-based cause-related marketing; to contrast the effectiveness of YSWD and sales-based cause-related marketing campaigns and provide an explanation for the differences in the effectiveness; to explore boundary conditions of the proposed differences.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Three experiments were conducted to empirically test the differential effect of campaign formats (i.e. YSWD vs sales-based cause-related marketing), the underlying mechanism and structural as well as contextual features moderating the differential effect.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings suggest that YSWD messages elicit consumers’ message-sharing intentions more than traditional cause-related marketing messages. The effect is explained by consumers’ sense of empowerment and can be enhanced through donation cap non-specification. The findings further indicate that YSWD campaigns are especially fruitful in low power distance cultures.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This study contributes toward corporate donation campaign literature by focusing on the usage of social media.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This paper extends cause-related marketing literature by not only introducing the phenomenon of YSWD campaigns to the literature but also exploring strategies to enhance the effectiveness of such campaigns and shedding light on an outcome beyond the sales impact of cause-related marketing campaigns, i.e. an increase of visibility in social media. From a managerial perspective, this research provides marketers with guidelines on how to choose between the two cause-related marketing campaign formats and how to enhance the effectiveness of YSWD campaigns.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-04-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140560002","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 influence of network understanding on value creation in business relationships","authors":"Kristin B. Munksgaard, Morten H. Abrahamsen, Kirsten Frandsen","doi":"10.1108/ejm-04-2021-0268","DOIUrl":"https://doi.org/10.1108/ejm-04-2021-0268","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate how companies’ understanding of the business network influences the creation of value in business-to-business relationships. The authors do this by analysing dimensions in actors’ “network pictures” and illustrating how value perception and network understanding influence actors’ mutual effort to create value. Approaching relationship value from the point of actors’ cognitive understanding of their business network has so far been largely overlooked in relationship value research.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study applies a qualitative case study methodology whereby dyadic data from a well-established business-to-business relationship is collected from 18 company representatives through personal interviews and group interviews supplemented by participant observations and company data.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings contribute with new insight into how companies’ understanding of their surrounding network influence (facilitates or limits) relationship value creation. The authors find that companies continuously reflect on changes in their networks and the related changes in partners’ value perceptions. Through value articulations, companies seek to explicitly express their value perception. Value reflections and value articulations create a dynamic process formed not only by the individual actor but also through their relationship and engagement in their network environment. This requires companies to develop their networking capabilities.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>This paper presents findings, insights and contributions limited to a case study of a particular business relationship within an industrial setting. Although the findings and contributions are valid and in line with the criteria for rigorous qualitative research, the authors advocate and call for additional studies that investigate relationships value creation and address the interplay between actors’ network understanding and their actions and behaviour. One way to approach this would be to test the four propositions derived and presented as part of the present study.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings imply that management needs to be aware not only of the value created and delivered to a specific partner but also of how the partner’s understanding of the wider network will influence the value delivering and capturing process.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study contributes to the growing literature on relationship value creation by outlining a dynamic process where relationship partners reflect upon and articulate value. Such activities are influenced by the partners’ network understanding and form the basis of the mutual relationship value creation effort. The findings also contribute to the network pictures literature by emphasizing","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-03-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140198965","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 meta-analytic integration of the theory of planned behavior and the value-belief-norm model to predict green consumption","authors":"Charles Jebarajakirthy, Achchuthan Sivapalan, Manish Das, Haroon Iqbal Maseeh, Md Ashaduzzaman, Carolyn Strong, Deepak Sangroya","doi":"10.1108/ejm-06-2021-0436","DOIUrl":"https://doi.org/10.1108/ejm-06-2021-0436","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-03-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140169669","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 double-edged sword of envy: effects of envy type and regulatory focus on consumer decision-making","authors":"Rajat Roy, Fazlul K. Rabbanee, Diana Awad, Vishal Mehrotra","doi":"10.1108/ejm-03-2022-0214","DOIUrl":"https://doi.org/10.1108/ejm-03-2022-0214","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to investigate the fit of a promotion (prevention) focus with malicious (benign) envy and how this fit influences positive and negative behaviours, depending on the context.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>Four empirical studies (two laboratory and two online experiments) were used to test key hypotheses. Study 1 manipulated regulatory focus and envy in a job application setting with university students. Study 2 engaged similar manipulations in a social media setting. Studies 3 and 4 extended the regulatory focus and envy manipulations to the general population in pay-what-you-want (PWYW) and pay-it-forward (PIF) restaurant contexts.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>The findings showed that a promotion (prevention) focus fits with the emotion of malicious (benign) envy. In the social media context, promotion and prevention foci demonstrated negative behaviour, including unfollowing the envied person, when combined with malicious and benign envy. In the PWYW and PIF contexts, combining envy with a specific type of regulatory focus encouraged both positive and negative behaviours through influencing payments.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>Future research could validate and extend this study’s findings with different product/service categories, cross-cultural samples and research methods such as field experiments.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>The four studies’ findings will assist managers in formulating marketing strategies to enhance their positioning of target products/services, possibly leading to higher prices for PWYW and PIF businesses.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>The conceptual model is novel as, to the best of the authors’ knowledge, no prior research has proposed and tested the fit between envy type and regulatory foci.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-03-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140153001","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":"Multichannel relational communication strategy: does one-sized strategy fit all customers?","authors":"Carla Ramos, Adriana Bruscato Bortoluzzo, Danny P. Claro","doi":"10.1108/ejm-10-2022-0717","DOIUrl":"https://doi.org/10.1108/ejm-10-2022-0717","url":null,"abstract":"<h3>Purpose</h3>\u0000<p>This study aims to capture how the association between a multichannel relational communication strategy (MRCS) and customer performance is contingent upon such customer performance (low- versus high-performance customers) and to reconcile past contradictory results in this marketing-related topic. To this end, the authors propose and validate the method of quantile regression as an unconventional, yet effective, means to proceed to that reconciliation.</p><!--/ Abstract__block -->\u0000<h3>Design/methodology/approach</h3>\u0000<p>This study collected data from 4,934 customers of a private pension fund firm and accounted for both firm- and customer-initiated relational communication channels (RCCs) and for customer lifetime value (CLV). This study estimated a generalized linear model and then a quantile regression model was used to account for customer performance heterogeneity.</p><!--/ Abstract__block -->\u0000<h3>Findings</h3>\u0000<p>This study finds that specific RCCs present different levels of association with performance for low- versus high-performance customers, where outcome customer performance is the dependent variable. For example, the relation between firm-initiated communication (FIC) and performance is stronger for low-CLV customers, whereas the relation between customer-initiated communication (CIC) and performance is increasingly stronger for high-CLV customers but not for low-CLV ones. This study also finds that combining different forms of FIC can result in a negative association with customer performance, especially for low-CLV customers.</p><!--/ Abstract__block -->\u0000<h3>Research limitations/implications</h3>\u0000<p>The authors tested the conceptual model in one single firm in the specific context of financial services and with cross-sectional data, so there should be caution when extrapolating this study’s findings.</p><!--/ Abstract__block -->\u0000<h3>Practical implications</h3>\u0000<p>This study offers nuanced and precise managerial insights on recommended resource allocation along with relational communication efforts, showing how managers can benefit from adopting a differentiated-customer performance approach when designing their MRCS.</p><!--/ Abstract__block -->\u0000<h3>Originality/value</h3>\u0000<p>This study provides an overview of the state of the art of MRCS, proposes a contingency analysis of the relationship between MRCS and performance based on customer performance heterogeneity and suggests the quantile method to perform such analysis and help reconcile past contradictory findings. This study shows how the association between RCCs and CLV varies across the conditional quantiles of the distribution of customer performance. This study also addresses a recent call for a more holistic perspective on the relationships between independent and dependent variables.</p><!--/ Abstract__block -->","PeriodicalId":48401,"journal":{"name":"European Journal of Marketing","volume":null,"pages":null},"PeriodicalIF":4.4,"publicationDate":"2024-03-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"140116740","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":"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":null,"pages":null},"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":null,"pages":null},"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":null,"pages":null},"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}