培养和发挥拼布者的和谐激情

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-24 DOI:10.1080/10696679.2021.1993070

Kenneth R. Lord, Brenda C. Lord, Edwin K. Lord

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引用次数: 1

摘要

一项定性研究探讨了绗缝者对其爱好的热情背后的动机，以及他们对支持摇摇欲坠的零售商的战略影响。研究人员找来了携带“护照”的绗缝者，并在美国东南部参加“Shop Hop”活动的几家商店进行了采访。调查结果显示，受访者的动机包括情感动机、利他动机、认知动机、创造性动机、尊重动机、历史动机、健康动机、社会动机和功利动机。营销策略呼吁确定的动机提出，以帮助零售商挑战当前的市场条件。

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Cultivating & leveraging quilters’ harmonious passion

ABSTRACT A qualitative study explores the motivations that underlie quilters’ passion for their hobby and their strategic ramifications for bolstering faltering retailers. The researchers joined “passport”-carrying quilters and conducted interviews at several stores participating in a “Shop Hop” in Southeastern United States. Responses revealed the interviewees were driven by affective, altruistic, cognitive, creative, esteem, historical, health, social, and utilitarian motivations. Marketing strategies appealing to the identified motivations are proposed to aid retailers challenged by current market conditions.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.