Pub Date : 2022-04-07DOI: 10.1080/10696679.2022.2046477
Allyn Cascio, Stacie F. Waites, Robert S. Moore, Melissa L. Moore, Douglas W. Vorhies, J. Bentley
ABSTRACT The current research considers dual branding, where national brand manufacturers produce store brands against which they compete. Although agreements are confidential, rumors about the practice emerge. Thus, the authors examine the influence of dual branding rumor exposure on consumers’ respective national and store brand evaluations. The results support positive (negative) serial indirect effects of rumor exposure on participants’ store (national) brand evaluations through dual branding beliefs and comparative quality perceptions. In addition, smart shopper perceptions amplify the indirect effects of dual branding rumor exposure on store, but not national, brand outcomes.
{"title":"The effects of dual branding rumors on consumers’ national and store brand evaluations","authors":"Allyn Cascio, Stacie F. Waites, Robert S. Moore, Melissa L. Moore, Douglas W. Vorhies, J. Bentley","doi":"10.1080/10696679.2022.2046477","DOIUrl":"https://doi.org/10.1080/10696679.2022.2046477","url":null,"abstract":"ABSTRACT The current research considers dual branding, where national brand manufacturers produce store brands against which they compete. Although agreements are confidential, rumors about the practice emerge. Thus, the authors examine the influence of dual branding rumor exposure on consumers’ respective national and store brand evaluations. The results support positive (negative) serial indirect effects of rumor exposure on participants’ store (national) brand evaluations through dual branding beliefs and comparative quality perceptions. In addition, smart shopper perceptions amplify the indirect effects of dual branding rumor exposure on store, but not national, brand outcomes.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"316 - 333"},"PeriodicalIF":3.0,"publicationDate":"2022-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45280320","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 : 2022-04-06DOI: 10.1080/10696679.2022.2039875
T. Chowdhury, Patricia A. Norberg, A. Asare, Jun Kang, R. Bannor
ABSTRACT Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.
{"title":"“What makes me click?” The effects of images and color in consumer-based pandemic health messages","authors":"T. Chowdhury, Patricia A. Norberg, A. Asare, Jun Kang, R. Bannor","doi":"10.1080/10696679.2022.2039875","DOIUrl":"https://doi.org/10.1080/10696679.2022.2039875","url":null,"abstract":"ABSTRACT Health messaging for diseases has been an important research area in marketing. The objectives of this research are to explore response to health communications for highly threatening pandemics. We demonstrate that, in addition to message framing, imagery and text color affect intentions to respond to pandemic messages. We find that social imagery combined with positive framing increases intentions to respond, and that text in blue further increases response to messages. These results suggest that text color and social imagery matter when attempting to engage consumers in health messages about highly threatening diseases.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"173 - 184"},"PeriodicalIF":3.0,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41947006","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 : 2022-04-06DOI: 10.1080/10696679.2022.2045501
C. Parker, Tung-Ying Lee
ABSTRACT Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.
{"title":"Rethinking fashion m-commerce’s consumer profiles: attitudes, motivations, and demographics","authors":"C. Parker, Tung-Ying Lee","doi":"10.1080/10696679.2022.2045501","DOIUrl":"https://doi.org/10.1080/10696679.2022.2045501","url":null,"abstract":"ABSTRACT Designers require consumer characteristics to develop enticing shopping apps. This paper investigates if attitudes toward attitude toward/ motivation to engage in m-Commerce are more appropriate characteristics than age and gender through statistical analysis. We reveal two groups rooted in attitude and motivation through two-step cluster analysis and apply binomial logistic regression to determine their association with shopping motivations. We show that age and gender have no association with multichannel retail importance or app design. We encourage practitioners to abandon gender stereotypes, design apps based on attitudinal and motivational characteristics, and use apps to increase convenience over brand enthusiasm.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"243 - 259"},"PeriodicalIF":3.0,"publicationDate":"2022-04-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49550357","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 : 2022-02-22DOI: 10.1080/10696679.2021.2020662
Anh Dang, B. Nichols
ABSTRACT This paper reports on three experiments that examine the effects of variations in the nutrition information provided on the FUF label. Study one shows that when a positive nutrient is added to the label, unhealthy food is perceived as healthier; healthy food is unaffected. Study two extends this finding by showing that a spillover effect can occur whereby a similar unhealthy food without any front-of-pack nutrition label may also be perceived as healthier after a person is exposed to a product containing a positive nutrition fact on the FUF label. Study three utilizes eye-tracking to show effects on visual attention.
{"title":"Consumer response to positive nutrients on the facts up front (FUF) label: A comparison between healthy and unhealthy foods and the role of nutrition motivation","authors":"Anh Dang, B. Nichols","doi":"10.1080/10696679.2021.2020662","DOIUrl":"https://doi.org/10.1080/10696679.2021.2020662","url":null,"abstract":"ABSTRACT This paper reports on three experiments that examine the effects of variations in the nutrition information provided on the FUF label. Study one shows that when a positive nutrient is added to the label, unhealthy food is perceived as healthier; healthy food is unaffected. Study two extends this finding by showing that a spillover effect can occur whereby a similar unhealthy food without any front-of-pack nutrition label may also be perceived as healthier after a person is exposed to a product containing a positive nutrition fact on the FUF label. Study three utilizes eye-tracking to show effects on visual attention.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"223 - 242"},"PeriodicalIF":3.0,"publicationDate":"2022-02-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42722817","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 : 2022-02-04DOI: 10.1080/10696679.2021.2008802
S. Aghaie, A. Javadinia, Seth Cockrell
ABSTRACT While antecedents of a rival’s exit have been extensively investigated, how a rival’s exit affects the market has been barely examined. Drawing on the contestable market theory, and utilizing a rich dataset of market exits in the airline industry, the authors investigate how incumbents respond to a rival’s exit by adjusting their prices. Contrary to widespread expectations, incumbents cut prices by 7% as soon as the rival leaves the market and keep their prices lower than the pre-exit level up to eight quarters afterward. The authors discuss the contributions to the marketing literature and provide actionable insights to managers and policymakers.
{"title":"Price reactions to a rival’s market exit: evidence from the U.S. airline industry","authors":"S. Aghaie, A. Javadinia, Seth Cockrell","doi":"10.1080/10696679.2021.2008802","DOIUrl":"https://doi.org/10.1080/10696679.2021.2008802","url":null,"abstract":"ABSTRACT While antecedents of a rival’s exit have been extensively investigated, how a rival’s exit affects the market has been barely examined. Drawing on the contestable market theory, and utilizing a rich dataset of market exits in the airline industry, the authors investigate how incumbents respond to a rival’s exit by adjusting their prices. Contrary to widespread expectations, incumbents cut prices by 7% as soon as the rival leaves the market and keep their prices lower than the pre-exit level up to eight quarters afterward. The authors discuss the contributions to the marketing literature and provide actionable insights to managers and policymakers.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"115 - 127"},"PeriodicalIF":3.0,"publicationDate":"2022-02-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44817838","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 : 2022-01-24DOI: 10.1080/10696679.2022.2026791
P. Tarka, Richard J. Harnish, Jasurbek Babaev
ABSTRACT Although consumer and marketing research has focused on identifying various precursors of compulsive buying behavior, little attention has been paid to more complex relationships examined from the perspective of hedonism as a personal value, hedonic shopping experiences, and consumer demographics. Thus, the present study postulates a mediation model in which the extent of hedonisms relationship to compulsive buying via hedonistic shopping experiences is diagnosed, and proceeds to moderation effects based on consumer demographic characteristics (i.e gender, age, education). Using data (N = 1,245) from a representative survey, and based on structural equation modeling, results revealed that hedonism significantly influences compulsive buying via hedonistic shopping experiences, while moderation effects indicated that these relationships were stronger in younger individuals, mostly women. In contrast, these effects were nonsignificant with regard to consumers’ education level. The studys findings are discussed in terms of the theoretical and practical insights to better understand and prevent contemporary consumerism trends related to hedonism, hedonistic shopping, and compulsive buying tendencies. The research also offers important public policy and retailing implications.
{"title":"Hedonism, hedonistic shopping experiences and compulsive buying tendency: a demographics-based model approach","authors":"P. Tarka, Richard J. Harnish, Jasurbek Babaev","doi":"10.1080/10696679.2022.2026791","DOIUrl":"https://doi.org/10.1080/10696679.2022.2026791","url":null,"abstract":"ABSTRACT Although consumer and marketing research has focused on identifying various precursors of compulsive buying behavior, little attention has been paid to more complex relationships examined from the perspective of hedonism as a personal value, hedonic shopping experiences, and consumer demographics. Thus, the present study postulates a mediation model in which the extent of hedonisms relationship to compulsive buying via hedonistic shopping experiences is diagnosed, and proceeds to moderation effects based on consumer demographic characteristics (i.e gender, age, education). Using data (N = 1,245) from a representative survey, and based on structural equation modeling, results revealed that hedonism significantly influences compulsive buying via hedonistic shopping experiences, while moderation effects indicated that these relationships were stronger in younger individuals, mostly women. In contrast, these effects were nonsignificant with regard to consumers’ education level. The studys findings are discussed in terms of the theoretical and practical insights to better understand and prevent contemporary consumerism trends related to hedonism, hedonistic shopping, and compulsive buying tendencies. The research also offers important public policy and retailing implications.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"197 - 222"},"PeriodicalIF":3.0,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44744791","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 : 2022-01-24DOI: 10.1080/10696679.2021.2024441
Alexa K. Fox, M. Hoy, Alexander E Carter
ABSTRACT This paper explores first-time dads’ (FTDs) decisions to engage in sharenting, or posting information about one’s child on social media, as marketers seek to connect with new parents via engagement tactics that prompt sharenting. We report survey results for 75 FTDs and eight semi-structured interviews from a separate FTD group. We find that FTDs are likely to perceive their own and their child’s information as sensitive yet be willing to share it with marketers when prompted. Marketers should appeal to FTDs’ role as “Involved Protector” via protecting their child’s digital footprint.
{"title":"An exploration of first-time dads’ sharenting with social media marketers: implications for children’s online privacy","authors":"Alexa K. Fox, M. Hoy, Alexander E Carter","doi":"10.1080/10696679.2021.2024441","DOIUrl":"https://doi.org/10.1080/10696679.2021.2024441","url":null,"abstract":"ABSTRACT This paper explores first-time dads’ (FTDs) decisions to engage in sharenting, or posting information about one’s child on social media, as marketers seek to connect with new parents via engagement tactics that prompt sharenting. We report survey results for 75 FTDs and eight semi-structured interviews from a separate FTD group. We find that FTDs are likely to perceive their own and their child’s information as sensitive yet be willing to share it with marketers when prompted. Marketers should appeal to FTDs’ role as “Involved Protector” via protecting their child’s digital footprint.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"185 - 196"},"PeriodicalIF":3.0,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44625540","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 : 2022-01-24DOI: 10.1080/10696679.2021.2018936
Vahideh Arghashi, Cenk Arsun Yuksel
ABSTRACT The purpose of this study is to investigate the effect of perceived enjoyment, benefits, involvement, and self-brand connection on consumers’ attitudes toward CBEBs based on TPB theory. Data were collected by a face-to-face survey instrument in Turkey from 594 smartphone owners who actively participated in brand engagement activities. Structural equation modeling and Hayes Process macro analyses were used to examine the research hypothesis. Findings showed perceived enjoyment is the most important stimuli to increase positive attitudes toward consumer engagement behaviors. In particular, self-brand connection plays a vital role in this mechanism and indirectly influences attitudes via enhancing involvement, perceived enjoyment, and benefit.
{"title":"Customer brand engagement behaviors: the role of cognitive values, intrinsic and extrinsic motivations and self-brand connection","authors":"Vahideh Arghashi, Cenk Arsun Yuksel","doi":"10.1080/10696679.2021.2018936","DOIUrl":"https://doi.org/10.1080/10696679.2021.2018936","url":null,"abstract":"ABSTRACT The purpose of this study is to investigate the effect of perceived enjoyment, benefits, involvement, and self-brand connection on consumers’ attitudes toward CBEBs based on TPB theory. Data were collected by a face-to-face survey instrument in Turkey from 594 smartphone owners who actively participated in brand engagement activities. Structural equation modeling and Hayes Process macro analyses were used to examine the research hypothesis. Findings showed perceived enjoyment is the most important stimuli to increase positive attitudes toward consumer engagement behaviors. In particular, self-brand connection plays a vital role in this mechanism and indirectly influences attitudes via enhancing involvement, perceived enjoyment, and benefit.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"146 - 172"},"PeriodicalIF":3.0,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46331895","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 : 2022-01-24DOI: 10.1080/10696679.2021.2018937
Christopher L. Campagna, Naveen Donthu, B. Yoo
ABSTRACT Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social media usage, brand authenticity, already an important attribute, has become an essential asset for brands. Even though marketing researchers have been studying the topic for more than 25 years, our extensive literature review shows that a widely accepted definition and scale is still lacking. Many extant definitions and scales only address specific aspects of brand authenticity, thus only providing partial coverage. This paper proposes a new definition and amalgamated scale that addresses authenticity holistically in a germane/relatable manner. The disjointed, and often dated, extant definitions and scales require a re-conceptualization of brand authenticity to meet the needs of today’s consumer in relevant, meaningful manner.
{"title":"Brand authenticity: literature review, comprehensive definition, and an amalgamated scale","authors":"Christopher L. Campagna, Naveen Donthu, B. Yoo","doi":"10.1080/10696679.2021.2018937","DOIUrl":"https://doi.org/10.1080/10696679.2021.2018937","url":null,"abstract":"ABSTRACT Amidst a rapidly changing marketplace, sharp behavioral changes, and increased social media usage, brand authenticity, already an important attribute, has become an essential asset for brands. Even though marketing researchers have been studying the topic for more than 25 years, our extensive literature review shows that a widely accepted definition and scale is still lacking. Many extant definitions and scales only address specific aspects of brand authenticity, thus only providing partial coverage. This paper proposes a new definition and amalgamated scale that addresses authenticity holistically in a germane/relatable manner. The disjointed, and often dated, extant definitions and scales require a re-conceptualization of brand authenticity to meet the needs of today’s consumer in relevant, meaningful manner.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"129 - 145"},"PeriodicalIF":3.0,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41546863","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 : 2022-01-24DOI: 10.1080/10696679.2021.1993070
Kenneth R. Lord, Brenda C. Lord, Edwin K. Lord
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.
{"title":"Cultivating & leveraging quilters’ harmonious passion","authors":"Kenneth R. Lord, Brenda C. Lord, Edwin K. Lord","doi":"10.1080/10696679.2021.1993070","DOIUrl":"https://doi.org/10.1080/10696679.2021.1993070","url":null,"abstract":"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.","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":"31 1","pages":"39 - 56"},"PeriodicalIF":3.0,"publicationDate":"2022-01-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48068989","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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