Pub Date : 2018-09-01DOI: 10.20429/jamt.2018.080204
Neleen S. Leslie, Petula Senior
This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.
{"title":"Understanding Differences in the Dimensions of Brand Loyalty Among Generational Cohorts in the Carbonated Beverage Category","authors":"Neleen S. Leslie, Petula Senior","doi":"10.20429/jamt.2018.080204","DOIUrl":"https://doi.org/10.20429/jamt.2018.080204","url":null,"abstract":"This study explores generational differences in the antecedents of brand loyalty in the carbonated beverage category. Eight loyalty dimensions were examined across three generational cohorts: Millennials, Generation X and Baby Boomers. Results indicate partial support for the study hypothesis. Significant generational differences were only observed for some loyalty dimensions and in most of those cases, Baby Boomers recorded significantly higher scores than Millennials but were not significantly different than other groups. There were also very few differences between Millennials and Generation X. ABOUT THE AUTHORS Dr. Neleen Leslie is a lecturer in the School of Business Administration at the University of Technology, Jamaica. She lectures in Market Research and Integrated Marketing Communications. Dr. Leslie is a graduate of Florida State University, where she earned her PhD in Communication as well as master’s degrees in Integrated Marketing & Management Communication and Measurement & Statistics. Petula Senior is a lecturer at the University of Technology, Jamaica with over 20 years academic experience teaching marketing at the undergraduate level. Her areas of specialization are Consumer Behavior and Service Marketing. She has held academic leadership positions as Module Coordinator and Program Director of Marketing. She holds a Master of Science Degree in Business at the University of Salford, UK and postgraduate diploma in Education.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129388306","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 : 2018-03-01DOI: 10.20429/jamt.2018.080103
C. Havard, L. Reams
The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.
{"title":"Examining Differences among Primary and Secondary Rivals: Are Fan Perceptions, Behavioral, and Consumption Intentions Influenced by Degree of Rivalry?","authors":"C. Havard, L. Reams","doi":"10.20429/jamt.2018.080103","DOIUrl":"https://doi.org/10.20429/jamt.2018.080103","url":null,"abstract":"The current study investigated how the relevance of a rival influences perceptions and behavioral intentions toward the rival and favorite team. In particular, fans of intercollegiate athletics reported their (1) perceptions of a rival team, (2) willingness to consider committing anonymous acts of aggression toward rival participants and fans, and (3) likelihood to consume their favorite team when playing either a primary and secondary rival team. Results indicated that fans were less likely to support their primary rival when playing another team than when their secondary rival was playing another team, believed fans of the primary rival team behaved more poorly than fans of the secondary rival, and experience more satisfaction when their favorite team defeated the primary rival than the secondary rival. Additionally, fans were more willing to consider committing anonymous acts of aggression toward participants and fans of the primary rival than the secondary rival, and were more likely to wear favorite team merchandise and read about the favorite team when they played a primary rival compared to a secondary rival. Discussion focuses on implications and applications for marketing practitioners.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"46 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133259622","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 : 2018-03-01DOI: 10.20429/jamt.2018.080101
M. Gopinath, M. Glassman, Prashanth U. Nyer
Impact of Bilingual Labeling in the U
双语标签在美国的影响
{"title":"The Impact of Bilingual Labeling in the U.S. on Package and Product Evaluation","authors":"M. Gopinath, M. Glassman, Prashanth U. Nyer","doi":"10.20429/jamt.2018.080101","DOIUrl":"https://doi.org/10.20429/jamt.2018.080101","url":null,"abstract":"Impact of Bilingual Labeling in the U","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"37 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133947493","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 : 2018-03-01DOI: 10.20429/jamt.2018.080102
J. Mak, C. King, Jinmoo Heo
This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.
{"title":"An Examination of Motivation and Identification of Football Fans","authors":"J. Mak, C. King, Jinmoo Heo","doi":"10.20429/jamt.2018.080102","DOIUrl":"https://doi.org/10.20429/jamt.2018.080102","url":null,"abstract":"This study examined the fans motivation to attend the National Football League (NFL) games and how it relates to fan identification. Data from 158 fans who attended regular season games in a Midwestern city in the United States were analyzed using regression to determine the degree to which fan identification could be explained by motivation factors. It was found that self-esteem, entertainment, escape, and eustress explained 40.1% of the variance in fan identification. Understanding that fans have different levels of identification and different types of motivations will enable sport marketers can better tailor strategies to more effectively reach target markets.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"16 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130425056","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 : 2018-03-01DOI: 10.20429/jamt.2018.080105
Michael D. Musante, David C. Bojanic
{"title":"Regulatory Focus and Risk Factors in Travel Planning","authors":"Michael D. Musante, David C. Bojanic","doi":"10.20429/jamt.2018.080105","DOIUrl":"https://doi.org/10.20429/jamt.2018.080105","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"7 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130964502","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 : 2018-03-01DOI: 10.20429/jamt.2018.080104
Meera Venkatraman
{"title":"Consuming Digital Technologies to Enact Identities: An Exploratory Study Among Mothers","authors":"Meera Venkatraman","doi":"10.20429/jamt.2018.080104","DOIUrl":"https://doi.org/10.20429/jamt.2018.080104","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2018-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121475248","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 : 2017-09-01DOI: 10.20429/jamt.2017.070202
Jeffrey D. Hendrix, Vinny Caraballo
National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided findings to support significance levels <.001 in buyer conversion and dollar loyalty scores, when comparing NB vs. PLB across grocery pricing model. Results support previous studies aligning purchase propensity for NB at Hi-Lo retailers while PLB has higher mean scores for buyer conversion and dollar loyalty at EDLP retailers.
民族品牌(NBs)和自有品牌(PLBs)在制造和零售战略中起着至关重要的作用。在过去的几十年里,公共服务提供商的市场份额不断增长,使竞争环境更加公平;改变NB和PLB制造商和零售商的市场进入策略。一项定量研究使用来自10万户家庭的面板数据比较了NB与PLB之间的购买数据。消费者指标;旅行转化率、买家转化率和美元忠诚度作为因变量,与品牌(NB vs. PLB)、杂货定价模型(Hi-Lo vs. EDLP vs. Hybrid)和年龄队列(千禧一代vs. X一代)的多变量分组相互作用。方差分析提供的结果支持显著性水平<。在比较NB和PLB在杂货定价模型中的差异时,买家转化率和美元忠诚度得分为001。结果支持先前的研究,将NB在Hi-Lo零售商的购买倾向,而PLB在EDLP零售商的买家转换和美元忠诚度方面具有更高的平均得分。
{"title":"Supermarket Pricing Model Impact on Private Label Brands versus National Brands among Millennial Consumers","authors":"Jeffrey D. Hendrix, Vinny Caraballo","doi":"10.20429/jamt.2017.070202","DOIUrl":"https://doi.org/10.20429/jamt.2017.070202","url":null,"abstract":"National Brands (NBs) and private label brands (PLBs) play a vital role in manufacturing and retailing strategies. Market share growth of PLBs over the past few decades continues to level the playing field; altering go-to-market strategies for both NB and PLB manufacturers and retailers. A quantitative examination compared purchase data between NB versus PLB using panel data from 100,000 households. Consumer metrics; trip conversion, buyer conversion, and dollar loyalty served as dependent variables interacting with a multivariate grouping of branding (NB vs. PLB), grocery pricing model (Hi-Lo vs. EDLP vs. Hybrid) and age-cohort (Millennial vs. Generation X). A MANOVA provided findings to support significance levels <.001 in buyer conversion and dollar loyalty scores, when comparing NB vs. PLB across grocery pricing model. Results support previous studies aligning purchase propensity for NB at Hi-Lo retailers while PLB has higher mean scores for buyer conversion and dollar loyalty at EDLP retailers.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128418411","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 : 2017-09-01DOI: 10.20429/jamt.2017.070204
A. Rynarzewska, Steven R. McClung
{"title":"Reasons Why Small, Private Schools Should Start Football Programs","authors":"A. Rynarzewska, Steven R. McClung","doi":"10.20429/jamt.2017.070204","DOIUrl":"https://doi.org/10.20429/jamt.2017.070204","url":null,"abstract":"","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"25 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129204665","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 : 2017-09-01DOI: 10.20429/jamt.2017.070206
Kristine Johnson, M. Pontes
0 0 1 245 1419 23 8 1656 14.0 Normal 0 false false false EN-US JA X-NONE This research examines the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral variables (tablet and E-reader ownership index, and social networking service (SNS) and Twitter use index). Results showed that minority (Non-White) adults were significantly more likely than White adults to use their mobile phone in-store to 1.) purchase products with mobile coupons, and 2.) scan barcodes for product information. Univariate analyses showed SNS use and tablet/E-reader ownership were both significantly associated with the in-store use of mobile coupons and of mobile phones to scan barcodes for product information. Multivariate analyses showed that both SNS use and tablet/E-reader ownership were significantly associated with the in-store use of mobile phones to scan barcodes for product information, but only SNS use was significantly associated with in-store mobile coupon use. Both univariate and multivariate analyses showed that greater household income was significantly related to a greater mobile coupon use but was not associated with greater likelihood of barcode scans for product information. These results show that minorities are at the forefront of the use of mobile phones to assist with in-store purchase decisions, and that the ownership of mobile devices, such as tablets and E-readers, and the use of social media predict in-store mobile assisted shopping.
{"title":"Race Ethnicity and In-Store Mobile-Assisted Shopping in the US","authors":"Kristine Johnson, M. Pontes","doi":"10.20429/jamt.2017.070206","DOIUrl":"https://doi.org/10.20429/jamt.2017.070206","url":null,"abstract":"0 0 1 245 1419 23 8 1656 14.0 Normal 0 false false false EN-US JA X-NONE This research examines the relationship between race, ethnicity, and consumer use of mobile coupons and digital barcodes to facilitate purchase decisions. Data were collected by telephone survey of a nationally representative sample of US adults. The independent variables were demographic variables (race ethnicity, gender, and household income) and behavioral variables (tablet and E-reader ownership index, and social networking service (SNS) and Twitter use index). Results showed that minority (Non-White) adults were significantly more likely than White adults to use their mobile phone in-store to 1.) purchase products with mobile coupons, and 2.) scan barcodes for product information. Univariate analyses showed SNS use and tablet/E-reader ownership were both significantly associated with the in-store use of mobile coupons and of mobile phones to scan barcodes for product information. Multivariate analyses showed that both SNS use and tablet/E-reader ownership were significantly associated with the in-store use of mobile phones to scan barcodes for product information, but only SNS use was significantly associated with in-store mobile coupon use. Both univariate and multivariate analyses showed that greater household income was significantly related to a greater mobile coupon use but was not associated with greater likelihood of barcode scans for product information. These results show that minorities are at the forefront of the use of mobile phones to assist with in-store purchase decisions, and that the ownership of mobile devices, such as tablets and E-readers, and the use of social media predict in-store mobile assisted shopping.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"56 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115730863","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 : 2017-09-01DOI: 10.20429/jamt.2017.070203
R. Goldsmith, L. Moutinho
The Near Future 0f Marketing From The Consulting Perspective Abstract How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.
{"title":"The Near Future of Marketing from the Consulting Perspective","authors":"R. Goldsmith, L. Moutinho","doi":"10.20429/jamt.2017.070203","DOIUrl":"https://doi.org/10.20429/jamt.2017.070203","url":null,"abstract":"The Near Future 0f Marketing From The Consulting Perspective Abstract How we see the future depends partly on our current perspective. A research-oriented visionary will detail what the future brings for researchers. A technology-oriented one describes the wonders of coming technologies. Marketing managers are likely concerned with future developments in their specific areas of responsibility (i.e., advertising and promotion, branding, or supply chain). Academics likely look for the hot new research topics. This article summarizes how several major consulting companies, e.g., McKinsey & Company, Strategy&, and Euromonitor International, view the near future on the premise that academic researchers often overlook such forecasts although they provide a unique perspective on what is important to all types of marketing managers. It summarizes the recommendations several consulting firms make regarding how managers should adapt their practices to these changes. The article contends that the reports consulting companies release to the public in an effort to attract clients are a valuable and unique source of information that can inform and shape academic research and teaching.","PeriodicalId":248731,"journal":{"name":"Journal of Applied Marketing Theory","volume":"95 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2017-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114837093","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}