Pub Date : 2022-06-21DOI: 10.1080/10696679.2022.2081925
R. Bagozzi, Mozhde Khoshnevis
ABSTRACT Brand coolness is a relatively understudied but important marketing phenomenon that only recently has received systematic scrutiny. We investigate a multidimensional structure of brand coolness and show how it mediates the effects of product quality on word of mouth communication and on intentions to buy/use cool brands. We also demonstrate under what conditions brand coolness influences WOM and intentions. The self-concept, rooted in materialism and expressed as the desire to impress other people and to compare oneself to others so as to emulate them, serves to regulate the effects of brand coolness in a negative way on WOM and intentions, thereby fulfilling the autonomous function of brand coolness for consumers described in the past as one important aspect of brand coolness. In order to show the incremental contribution of brand coolness in predicting WOM and decisions to buy/use cool brands, the effects of brand coolness are tested in head-to-head comparisons with the influence of self-brand connections and attitudes toward cool brands, which are classically studied brand drivers, on a representative sample of 400 adult Americans aged 20–40 years inclusive.
{"title":"How and when brand coolness transforms product quality judgments into positive word of mouth and intentions to buy/use","authors":"R. Bagozzi, Mozhde Khoshnevis","doi":"10.1080/10696679.2022.2081925","DOIUrl":"https://doi.org/10.1080/10696679.2022.2081925","url":null,"abstract":"ABSTRACT Brand coolness is a relatively understudied but important marketing phenomenon that only recently has received systematic scrutiny. We investigate a multidimensional structure of brand coolness and show how it mediates the effects of product quality on word of mouth communication and on intentions to buy/use cool brands. We also demonstrate under what conditions brand coolness influences WOM and intentions. The self-concept, rooted in materialism and expressed as the desire to impress other people and to compare oneself to others so as to emulate them, serves to regulate the effects of brand coolness in a negative way on WOM and intentions, thereby fulfilling the autonomous function of brand coolness for consumers described in the past as one important aspect of brand coolness. In order to show the incremental contribution of brand coolness in predicting WOM and decisions to buy/use cool brands, the effects of brand coolness are tested in head-to-head comparisons with the influence of self-brand connections and attitudes toward cool brands, which are classically studied brand drivers, on a representative sample of 400 adult Americans aged 20–40 years inclusive.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"383 - 402"},"PeriodicalIF":3.0,"publicationDate":"2022-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45811498","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 : 2022-06-21DOI: 10.1080/10696679.2022.2085117
W. Chaouali, Nizar Souiden
ABSTRACT This study is the first that uses quadratic effects to explore when design aesthetics can generate the opposite effect. It complements the “what is beautiful is good” effect by introducing the “Ulysses” effect (newly introduced effect). Mobile banking and mobile gaming are selected as predominantly-utilitarian and predominantly-hedonic services, respectively. Using online questionnaires, data are collected in France. SmartPLS is used. The results show that, in a predominantly-utilitarian service, the relationship between design aesthetics and intention is an inverted U-shaped curve. However, in a predominantly-hedonic service context, the relationship between design aesthetics and intention is rather linear ascending.
{"title":"Design aesthetics in predominantly-utilitarian versus predominantly-hedonic services: the “what is beautiful is good” and “Ulysses” effects","authors":"W. Chaouali, Nizar Souiden","doi":"10.1080/10696679.2022.2085117","DOIUrl":"https://doi.org/10.1080/10696679.2022.2085117","url":null,"abstract":"ABSTRACT This study is the first that uses quadratic effects to explore when design aesthetics can generate the opposite effect. It complements the “what is beautiful is good” effect by introducing the “Ulysses” effect (newly introduced effect). Mobile banking and mobile gaming are selected as predominantly-utilitarian and predominantly-hedonic services, respectively. Using online questionnaires, data are collected in France. SmartPLS is used. The results show that, in a predominantly-utilitarian service, the relationship between design aesthetics and intention is an inverted U-shaped curve. However, in a predominantly-hedonic service context, the relationship between design aesthetics and intention is rather linear ascending.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"502 - 515"},"PeriodicalIF":3.0,"publicationDate":"2022-06-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43963269","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 : 2022-06-14DOI: 10.1080/10696679.2022.2048182
A. Rose, K. Hewett, R. L. Rose
ABSTRACT While the sharing literature makes claims of uniqueness relative to traditional markets, we show how any market can be understood by positioning salient actors in terms of social distance, and understanding the degree of mutuality in their norms. We introduce the Generalized Exchange Framework, which offers a theoretically rigorous model for understanding and managing any market. An ethnographic study of the craft beer industry illustrates elements of both mutuality and possessive individualism, highlighting normative structures influencing actors in firms‘ environments. We offer managerial implications based on an understanding of the degree to which industry actors value mutuality to differing degrees.
{"title":"The generalized exchange framework: A guide for managing norms in traditional & non-traditional markets","authors":"A. Rose, K. Hewett, R. L. Rose","doi":"10.1080/10696679.2022.2048182","DOIUrl":"https://doi.org/10.1080/10696679.2022.2048182","url":null,"abstract":"ABSTRACT While the sharing literature makes claims of uniqueness relative to traditional markets, we show how any market can be understood by positioning salient actors in terms of social distance, and understanding the degree of mutuality in their norms. We introduce the Generalized Exchange Framework, which offers a theoretically rigorous model for understanding and managing any market. An ethnographic study of the craft beer industry illustrates elements of both mutuality and possessive individualism, highlighting normative structures influencing actors in firms‘ environments. We offer managerial implications based on an understanding of the degree to which industry actors value mutuality to differing degrees.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"276 - 299"},"PeriodicalIF":3.0,"publicationDate":"2022-06-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45218872","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 : 2022-06-03DOI: 10.1080/10696679.2022.2078370
F. Cownie, James Haft, V. Vu, N. Natalia, M. Chaiveeradech
ABSTRACT This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE.
{"title":"Gratitude stimulates word-of-mouth more than words of thanks","authors":"F. Cownie, James Haft, V. Vu, N. Natalia, M. Chaiveeradech","doi":"10.1080/10696679.2022.2078370","DOIUrl":"https://doi.org/10.1080/10696679.2022.2078370","url":null,"abstract":"ABSTRACT This study examines the impact of feelings and expressions of gratitude on word-of-mouth communication applying a quantitative method and PLS-SEM. It is the first study evidencing the power of feelings of gratitude as a driver of positive word-of-mouth within the context of students’ experience of Higher Education in ASEAN and UK contexts. The study finds that feelings of gratitude are more likely to result in positive conversations with others than in thanks to the benefactor. Feelings of gratitude may also reduce silent endurance. However, expressions of gratitude appear to have no influence on a sender’s conversations about HE.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"416 - 433"},"PeriodicalIF":3.0,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45581305","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 : 2022-06-03DOI: 10.1080/10696679.2022.2080713
C. H. Schwepker, C. Dimitriou
ABSTRACT The purpose of this research is to better understand the relationship between supervisor social undermining and service sabotage through related mediating and moderating variables among customer-contact service employees. Based on a sample of 316 hotel/motel employees, findings show that supervisor social undermining leads to greater service sabotage. Unethical behavior in the form of supervisor social undermining is positively related to job stress and this stress is exacerbated when ethical conflict exists. Moreover, besides being an outcome from unethical behavior, job stress can subsequently influence additional unethical behavior in the form of service sabotage via its impact on turnover intention.
{"title":"Reducing service sabotage: the influence of supervisor social undermining, job stress, turnover intention and ethical conflict","authors":"C. H. Schwepker, C. Dimitriou","doi":"10.1080/10696679.2022.2080713","DOIUrl":"https://doi.org/10.1080/10696679.2022.2080713","url":null,"abstract":"ABSTRACT The purpose of this research is to better understand the relationship between supervisor social undermining and service sabotage through related mediating and moderating variables among customer-contact service employees. Based on a sample of 316 hotel/motel employees, findings show that supervisor social undermining leads to greater service sabotage. Unethical behavior in the form of supervisor social undermining is positively related to job stress and this stress is exacerbated when ethical conflict exists. Moreover, besides being an outcome from unethical behavior, job stress can subsequently influence additional unethical behavior in the form of service sabotage via its impact on turnover intention.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"450 - 469"},"PeriodicalIF":3.0,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46416139","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 : 2022-06-03DOI: 10.1080/10696679.2022.2080715
A. Davidson, Mark R. Gleim
ABSTRACT Sharing economy platforms present a unique work opportunity for service providers seeking freedom and flexibility, yet discrepancies in earnings between genders are found to persist. Extracting data from over 8,000 service providers on Airbnb, we reveal that males generate higher earnings than females for comparable accommodations. This discrepancy is attributed to three factors revealing that male vs. female hosts are more likely to: set higher prices, generate more stays, and accommodate a greater number of guests per stay. This research carries significant implications for marketing theory and practice, impacting digital platform managers, policymakers, and researchers investigating earnings differences between genders.
{"title":"The gender earnings gap in sharing economy services: The role of price, number of stays, and guests accommodated on Airbnb","authors":"A. Davidson, Mark R. Gleim","doi":"10.1080/10696679.2022.2080715","DOIUrl":"https://doi.org/10.1080/10696679.2022.2080715","url":null,"abstract":"ABSTRACT Sharing economy platforms present a unique work opportunity for service providers seeking freedom and flexibility, yet discrepancies in earnings between genders are found to persist. Extracting data from over 8,000 service providers on Airbnb, we reveal that males generate higher earnings than females for comparable accommodations. This discrepancy is attributed to three factors revealing that male vs. female hosts are more likely to: set higher prices, generate more stays, and accommodate a greater number of guests per stay. This research carries significant implications for marketing theory and practice, impacting digital platform managers, policymakers, and researchers investigating earnings differences between genders.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"490 - 501"},"PeriodicalIF":3.0,"publicationDate":"2022-06-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44587617","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 : 2022-04-25DOI: 10.1080/10696679.2022.2056487
P. Addo, Samuel Kofi Akpatsa, Philip Nukpe, Asare Andy Ohemeng, N. B. Kulbo
ABSTRACT This study relied on datasets from global B2C and C2C to investigate the relationship between short video advertising (SV), customer satisfaction, price, quality signals, and sales in digital marketing. Using the web-scraping mining technique, the results from over twenty-three thousand online shops indicate that logistics service quality overrides the relevance of location in digital marketing. SV directly impacts sales and increases the shops’ dynamic scores, including quality of service and customer satisfaction. We identified actual online data to justify why SV adoption is essential in digital marketing and recommend logistic service quality and price fairness to improve sales in e-commerce.
{"title":"Digital analytics approach to understanding short video advertising in digital marketing","authors":"P. Addo, Samuel Kofi Akpatsa, Philip Nukpe, Asare Andy Ohemeng, N. B. Kulbo","doi":"10.1080/10696679.2022.2056487","DOIUrl":"https://doi.org/10.1080/10696679.2022.2056487","url":null,"abstract":"ABSTRACT This study relied on datasets from global B2C and C2C to investigate the relationship between short video advertising (SV), customer satisfaction, price, quality signals, and sales in digital marketing. Using the web-scraping mining technique, the results from over twenty-three thousand online shops indicate that logistics service quality overrides the relevance of location in digital marketing. SV directly impacts sales and increases the shops’ dynamic scores, including quality of service and customer satisfaction. We identified actual online data to justify why SV adoption is essential in digital marketing and recommend logistic service quality and price fairness to improve sales in e-commerce.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"30 1","pages":"405 - 420"},"PeriodicalIF":3.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48599580","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 : 2022-04-25DOI: 10.1080/10696679.2022.2067066
Timucin Ozcan, Michael Hair, Ahmet M. Hattat
ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.
{"title":"Eric is bad, but Erica is worse: greater negativity bias toward female brands","authors":"Timucin Ozcan, Michael Hair, Ahmet M. Hattat","doi":"10.1080/10696679.2022.2067066","DOIUrl":"https://doi.org/10.1080/10696679.2022.2067066","url":null,"abstract":"ABSTRACT We predicted that brand gender moderates the effect of information valence on attitude change, such that negative information leads to a greater decline in attitude for female brands due to differences in trust change. We conducted three studies to test this prediction. Study 1 (N = 260) and Study 2 (N = 205) results reveal a conditional direct effect of negative information on attitude change, whereby negative information decreases attitude more for female (vs. male) brands; these studies also show a conditional indirect effect of negative information on attitude change via trust change, such that negative information decreases trust more for female (vs. male) brands, which leads to a decrease in attitude. By analyzing 2.68 million Yelp.com customer reviews, the results for Study 3 further demonstrate the gender disparity in review usefulness.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"300 - 315"},"PeriodicalIF":3.0,"publicationDate":"2022-04-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46294810","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 : 2022-04-12DOI: 10.1080/10696679.2022.2056488
M. Sarstedt, Joseph F. Hair, C. Ringle
ABSTRACT In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today’s background knowledge of the method. Taking a reviewer’s perspective in our comments, we clarify several ambiguities in our initial overview presentation and offer updates of – from today’s perspective– outdated descriptions that led to some criticisms in recent years which have since been overcome.
{"title":"“PLS-SEM: indeed a silver bullet” – retrospective observations and recent advances","authors":"M. Sarstedt, Joseph F. Hair, C. Ringle","doi":"10.1080/10696679.2022.2056488","DOIUrl":"https://doi.org/10.1080/10696679.2022.2056488","url":null,"abstract":"ABSTRACT In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with today’s background knowledge of the method. Taking a reviewer’s perspective in our comments, we clarify several ambiguities in our initial overview presentation and offer updates of – from today’s perspective– outdated descriptions that led to some criticisms in recent years which have since been overcome.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"261 - 275"},"PeriodicalIF":3.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47139137","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 : 2022-04-12DOI: 10.1080/10696679.2022.2056708
T. Fernandes, Beatriz Cruzeiro
ABSTRACT Customer special requests are requests that fall outside frontline employees’ (FLE) normal job duties, requiring them to adapt to fit customer’s needs. Adopting the customer perspective, this study aims to understand how can service firms benefit from an efficient reply to these requests. Two hundred and eighty customers were surveyed regarding a plethora of self-selected requests. Results show that FLE’s adaptive behaviors promote customer citizenship behaviors (CCB) through gratitude and satisfaction, revealing a dual route to CCB according to request type. The study contributes a better understanding of the mechanisms underlying the FLE–customer reciprocal relationship, showing that special requests produce value for both parts.
{"title":"Understanding special requests as drivers of customer citizenship behaviors: the mediating role of gratitude and satisfaction","authors":"T. Fernandes, Beatriz Cruzeiro","doi":"10.1080/10696679.2022.2056708","DOIUrl":"https://doi.org/10.1080/10696679.2022.2056708","url":null,"abstract":"ABSTRACT Customer special requests are requests that fall outside frontline employees’ (FLE) normal job duties, requiring them to adapt to fit customer’s needs. Adopting the customer perspective, this study aims to understand how can service firms benefit from an efficient reply to these requests. Two hundred and eighty customers were surveyed regarding a plethora of self-selected requests. Results show that FLE’s adaptive behaviors promote customer citizenship behaviors (CCB) through gratitude and satisfaction, revealing a dual route to CCB according to request type. The study contributes a better understanding of the mechanisms underlying the FLE–customer reciprocal relationship, showing that special requests produce value for both parts.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"368 - 382"},"PeriodicalIF":3.0,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48185541","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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