{"title":"Political and Regulatory Climate","authors":"K. Gillespie, K. Swan","doi":"10.4324/9781003141709-4","DOIUrl":"https://doi.org/10.4324/9781003141709-4","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"14 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2021-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"87641928","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}
Pub Date : 2021-07-13DOI: 10.1080/08911762.2021.1942376
Hiroyasu Furukawa
Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.
{"title":"Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers","authors":"Hiroyasu Furukawa","doi":"10.1080/08911762.2021.1942376","DOIUrl":"https://doi.org/10.1080/08911762.2021.1942376","url":null,"abstract":"Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"133 - 147"},"PeriodicalIF":0.0,"publicationDate":"2021-07-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1942376","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49121106","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}
Pub Date : 2021-06-26DOI: 10.1080/08911762.2021.1943766
P. Koku
Abstract This study analyzes the ethical dimensions of the Direct-to-Consumer Advertising (DTCA) of prescription drugs. It focuses specifically on Pfizer’s DTCA of Lipitor, a cholesterol-lowering prescription drug that featured Dr. Robert Jarvik, the inventor of the Jarvik-7 artificial heart, as a spokesperson. Analyzing the ad in a qualitative study using the teleological and deontological theories of ethics, the study found that different conclusions could be reached on the morality of the ad. However, because the public’s perception of morality of an ad is important and determines how people react to the ad, as evidenced in Dr. Jarvik’s case, we recommend that focus group studies be conducted to gauge the public’s perception before a DTCA of prescription drug campaign is launched.
{"title":"Revisiting Pfizer’s DTCA of Lipitor Using Dr. Jarvik as a Spokesperson: Analyses under the Teleological and Deontological Theories of Ethics","authors":"P. Koku","doi":"10.1080/08911762.2021.1943766","DOIUrl":"https://doi.org/10.1080/08911762.2021.1943766","url":null,"abstract":"Abstract This study analyzes the ethical dimensions of the Direct-to-Consumer Advertising (DTCA) of prescription drugs. It focuses specifically on Pfizer’s DTCA of Lipitor, a cholesterol-lowering prescription drug that featured Dr. Robert Jarvik, the inventor of the Jarvik-7 artificial heart, as a spokesperson. Analyzing the ad in a qualitative study using the teleological and deontological theories of ethics, the study found that different conclusions could be reached on the morality of the ad. However, because the public’s perception of morality of an ad is important and determines how people react to the ad, as evidenced in Dr. Jarvik’s case, we recommend that focus group studies be conducted to gauge the public’s perception before a DTCA of prescription drug campaign is launched.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"99 - 114"},"PeriodicalIF":0.0,"publicationDate":"2021-06-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1943766","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41318651","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}
Pub Date : 2021-06-22DOI: 10.1080/08911762.2021.1926035
R. Mishra, R. Singh, S. Jaikumar
Abstract Although extant literature has studied consumers at the bottom of the pyramid (BoP) extensively, there seem to be some lacunae in terms of a deeper understanding of the cognitive peculiarities of low-income consumers owing to their resource-lean environments and childhood uncertainties. In this paper, we attempt to address this gap by focusing on poverty-induced idiosyncrasies in a set of vital cognitive processes called executive functions (EFs). Specifically, we exlore the possible impact of such anomalies in EFs on a BoP consumer’s information processing abilities, decision-making processes, and consumption behaviors, through a series of propositions and a conceptual framework. The focus is on two core EFs, inhibition and working memory, which tend to make BoP consumers susceptible to persuasive messages, while lacking sufficient self-control, goal-directed behavior, analogy-processing and comparative evaluation abilities. We then present several managerial, policy and research implications of the study.
{"title":"Executive Functions of BoP Consumers: Research Propositions, Conceptual Framework and Implications for Marketing Strategies for BoP Markets","authors":"R. Mishra, R. Singh, S. Jaikumar","doi":"10.1080/08911762.2021.1926035","DOIUrl":"https://doi.org/10.1080/08911762.2021.1926035","url":null,"abstract":"Abstract Although extant literature has studied consumers at the bottom of the pyramid (BoP) extensively, there seem to be some lacunae in terms of a deeper understanding of the cognitive peculiarities of low-income consumers owing to their resource-lean environments and childhood uncertainties. In this paper, we attempt to address this gap by focusing on poverty-induced idiosyncrasies in a set of vital cognitive processes called executive functions (EFs). Specifically, we exlore the possible impact of such anomalies in EFs on a BoP consumer’s information processing abilities, decision-making processes, and consumption behaviors, through a series of propositions and a conceptual framework. The focus is on two core EFs, inhibition and working memory, which tend to make BoP consumers susceptible to persuasive messages, while lacking sufficient self-control, goal-directed behavior, analogy-processing and comparative evaluation abilities. We then present several managerial, policy and research implications of the study.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"249 - 269"},"PeriodicalIF":0.0,"publicationDate":"2021-06-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1926035","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47248930","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}
Pub Date : 2021-06-16DOI: 10.1080/08911762.2021.1939469
J. Bélisle-Pipon
Abstract This paper analyses the major ethical issues raised by direct-to-consumer communications (DTCC) of pharmaceutical drugs, with a view to proposing ethical standards of practice for the marketing profession. A case-based analysis of four types of marketing practices is used to highlight the main ethical dimensions of DTCC. The ethical implications are then unpacked using the specific lenses of prominent ethical theories, so that non-experts in ethics—i.e., marketing professionals—can understand the implications for their daily practice. To synthesize the essential ethical imperatives related to DTCC, an oath for marketing professionals is offered as a guide to ethical conduct.
{"title":"Pharmaceutical Marketing Ethics: Ethical Standards for More Acceptable Practices","authors":"J. Bélisle-Pipon","doi":"10.1080/08911762.2021.1939469","DOIUrl":"https://doi.org/10.1080/08911762.2021.1939469","url":null,"abstract":"Abstract This paper analyses the major ethical issues raised by direct-to-consumer communications (DTCC) of pharmaceutical drugs, with a view to proposing ethical standards of practice for the marketing profession. A case-based analysis of four types of marketing practices is used to highlight the main ethical dimensions of DTCC. The ethical implications are then unpacked using the specific lenses of prominent ethical theories, so that non-experts in ethics—i.e., marketing professionals—can understand the implications for their daily practice. To synthesize the essential ethical imperatives related to DTCC, an oath for marketing professionals is offered as a guide to ethical conduct.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"76 - 98"},"PeriodicalIF":0.0,"publicationDate":"2021-06-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1939469","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44104883","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}
Pub Date : 2021-06-10DOI: 10.1080/08911762.2021.1934770
Anwar Sadat Shimul, Isaac Cheah, Basheera Bibi Khan
Abstract This paper investigates female shoppers’ attitude and purchase intention toward green cosmetics. Underpinned with an extended theory of planned behavior model, the research framework examines consumers’ attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analyzed through structural equation modeling. The results show that subjective norm has a significant positive impact on the consumers’ purchase intention for green cosmetics. Also, ecological motive and environmental knowledge impact the consumers’ attitude toward green cosmetics. In addition, consumers’ involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioral control and health consciousness were non-significant. The findings suggest that practitioners should try to enhance the consumers’ knowledge and involvement about green cosmetics. They should inform and educate the consumers through an integrated marketing communication approach by means of campaigns, advertisements, and public relations. Thus, through relevant environmental information or knowledge, consumers will be more educated aiming to impact positive attitude and purchase intention.
{"title":"Investigating Female Shoppers’ Attitude and Purchase Intention toward Green Cosmetics in South Africa","authors":"Anwar Sadat Shimul, Isaac Cheah, Basheera Bibi Khan","doi":"10.1080/08911762.2021.1934770","DOIUrl":"https://doi.org/10.1080/08911762.2021.1934770","url":null,"abstract":"Abstract This paper investigates female shoppers’ attitude and purchase intention toward green cosmetics. Underpinned with an extended theory of planned behavior model, the research framework examines consumers’ attitude and purchase intention. In addition, the moderating influence of consumer involvement is tested. Data (n = 408) were collected from South Africa and analyzed through structural equation modeling. The results show that subjective norm has a significant positive impact on the consumers’ purchase intention for green cosmetics. Also, ecological motive and environmental knowledge impact the consumers’ attitude toward green cosmetics. In addition, consumers’ involvement strengthens the positive relationship between attitude and purchase intention. However, the role of perceived behavioral control and health consciousness were non-significant. The findings suggest that practitioners should try to enhance the consumers’ knowledge and involvement about green cosmetics. They should inform and educate the consumers through an integrated marketing communication approach by means of campaigns, advertisements, and public relations. Thus, through relevant environmental information or knowledge, consumers will be more educated aiming to impact positive attitude and purchase intention.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"37 - 56"},"PeriodicalIF":0.0,"publicationDate":"2021-06-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1934770","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42914871","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}
Pub Date : 2021-06-08DOI: 10.1080/08911762.2021.1890866
M. Viswanathan, Arun Sreekumar
Abstract Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.
{"title":"How Global Marketing Can Be More Global and More Marketing: A Bottom-Up Perspective from Subsistence Marketplaces","authors":"M. Viswanathan, Arun Sreekumar","doi":"10.1080/08911762.2021.1890866","DOIUrl":"https://doi.org/10.1080/08911762.2021.1890866","url":null,"abstract":"Abstract Our journey to subsistence marketplaces has been global in scope and resonates with marketing in beginning at the micro-level with a bottom-up orientation in understanding consumers, communities, and the larger context. This space offers an opportunity for us to discuss the broader lessons learned from this journey for global marketing.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"282 - 291"},"PeriodicalIF":0.0,"publicationDate":"2021-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1890866","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45985775","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}
Pub Date : 2021-06-07DOI: 10.1080/08911762.2021.1931616
Manali Gupta, Neena Sinha, Pratibha Singh, F. Liébana-Cabanillas
Abstract The main focus of research studies assessing consumers’ attitudes toward advertising has shifted to social media platforms, replacing traditional advertising. In this regard, Instagram is considered one of the most popular social media platforms, with a global user base of 700 million active users. The purpose of this paper is to investigate the key factors that affect young consumers’ attitudes toward the digital advertising of fitness trackers on Instagram. The study is based on the self-administered survey questionnaire responses collected from young Indian consumers. Structural Equation Modeling has been used to analyze direct and moderating effects. The obtained results found that variables such as informativeness of Instagram advertising, perceived usefulness, and perceived ease of use of fitness trackers play a central role in developing respondents’ attitudes. This study pioneers in providing empirical evidence revealing the moderating effect of perceived usefulness and perceived ease of use on the relationship between advertising value factors and consumers’ attitudes toward advertising. The present study also offers valuable insights for marketers to design social media communication strategies on Instagram, showcasing the ease of use and utility of fitness trackers while delivering entertaining values.
{"title":"Instagram Advertising among Young Consumers in Wearable Fitness Trackers: The Moderating Role of Technology Acceptance Factors","authors":"Manali Gupta, Neena Sinha, Pratibha Singh, F. Liébana-Cabanillas","doi":"10.1080/08911762.2021.1931616","DOIUrl":"https://doi.org/10.1080/08911762.2021.1931616","url":null,"abstract":"Abstract The main focus of research studies assessing consumers’ attitudes toward advertising has shifted to social media platforms, replacing traditional advertising. In this regard, Instagram is considered one of the most popular social media platforms, with a global user base of 700 million active users. The purpose of this paper is to investigate the key factors that affect young consumers’ attitudes toward the digital advertising of fitness trackers on Instagram. The study is based on the self-administered survey questionnaire responses collected from young Indian consumers. Structural Equation Modeling has been used to analyze direct and moderating effects. The obtained results found that variables such as informativeness of Instagram advertising, perceived usefulness, and perceived ease of use of fitness trackers play a central role in developing respondents’ attitudes. This study pioneers in providing empirical evidence revealing the moderating effect of perceived usefulness and perceived ease of use on the relationship between advertising value factors and consumers’ attitudes toward advertising. The present study also offers valuable insights for marketers to design social media communication strategies on Instagram, showcasing the ease of use and utility of fitness trackers while delivering entertaining values.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"411 - 432"},"PeriodicalIF":0.0,"publicationDate":"2021-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1931616","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49545600","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}
Pub Date : 2021-05-27DOI: 10.1080/08911762.2021.1903641
Poompak Kusawat, Surat Teerakapibal
Abstract Electronic word-of-mouth (eWOM) is a prominent source of information that significantly influences consumer purchase decisions. Recent literature has extensively explored the impact of eWOM on consumers-generated reviews and purchase decisions. However, few studies have analyzed the role of culture on eWOM. We use a novel dataset of Airbnb eWOM messages in order to empirically extend the findings by Banerjee and Chai (2019). We find that the sentiment of individualistic customers is worse than that of their collectivistic counterparts when both groups experience the same level of negative disconfirmations. Furthermore, guests from a relatively more distant culture rely less on heuristics. In particular, quality signals, such as the “superhost” status, are more influential to consumers from a less distant cultural background.
{"title":"The Roles of Culture in Online User Reviews: An Empirical Investigation","authors":"Poompak Kusawat, Surat Teerakapibal","doi":"10.1080/08911762.2021.1903641","DOIUrl":"https://doi.org/10.1080/08911762.2021.1903641","url":null,"abstract":"Abstract Electronic word-of-mouth (eWOM) is a prominent source of information that significantly influences consumer purchase decisions. Recent literature has extensively explored the impact of eWOM on consumers-generated reviews and purchase decisions. However, few studies have analyzed the role of culture on eWOM. We use a novel dataset of Airbnb eWOM messages in order to empirically extend the findings by Banerjee and Chai (2019). We find that the sentiment of individualistic customers is worse than that of their collectivistic counterparts when both groups experience the same level of negative disconfirmations. Furthermore, guests from a relatively more distant culture rely less on heuristics. In particular, quality signals, such as the “superhost” status, are more influential to consumers from a less distant cultural background.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"189 - 204"},"PeriodicalIF":0.0,"publicationDate":"2021-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1903641","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44416470","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}
Pub Date : 2021-05-17DOI: 10.1080/08911762.2021.1913273
I. Darmawan, J. Huh
Abstract This study examined the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers’ attitude toward the ad and behavioral intentions. The Persuasion Knowledge Model was used as a theoretical framework to understand the underlying mechanism of the effects. An online experiment with 2 (message type: unbranded vs. branded) × 2 (disclosure: absence vs. presence) between-subject factorial design was conducted. Unbranded message and message without disclosure resulted in lower persuasion knowledge activation, leading to higher attitude toward the ad and behavioral intentions. A significant interaction effect was also found. Theoretical, practical, and ethical implications are discussed. Supplemental data for this article is available online at https://doi.org/10.1080/08911762.2021.1913273 .
{"title":"The Effects of Message Type and Sponsorship Disclosure in Influencer Marketing of Prescription Drugs","authors":"I. Darmawan, J. Huh","doi":"10.1080/08911762.2021.1913273","DOIUrl":"https://doi.org/10.1080/08911762.2021.1913273","url":null,"abstract":"Abstract This study examined the effects of message type and sponsorship disclosure of prescription drug influencer marketing on consumers’ attitude toward the ad and behavioral intentions. The Persuasion Knowledge Model was used as a theoretical framework to understand the underlying mechanism of the effects. An online experiment with 2 (message type: unbranded vs. branded) × 2 (disclosure: absence vs. presence) between-subject factorial design was conducted. Unbranded message and message without disclosure resulted in lower persuasion knowledge activation, leading to higher attitude toward the ad and behavioral intentions. A significant interaction effect was also found. Theoretical, practical, and ethical implications are discussed. Supplemental data for this article is available online at https://doi.org/10.1080/08911762.2021.1913273 .","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"35 1","pages":"21 - 36"},"PeriodicalIF":0.0,"publicationDate":"2021-05-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1913273","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41615400","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}
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