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The Role of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive! 文化传统对品牌和口碑的作用:让母亲的食谱永存!
Pub Date : 2017-09-01 DOI: 10.20429/jamt.2017.070205
Sindy Chapa
Normal 0 false false false ES-MX JA X-NONE The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model indicating: 1) the stronger the perception about cultural traditions, the more favorable PBR; 2) the more favorable the PBR, the more favorable the impact of WOM; 3) the more favorable the attitude toward WOM, the more likely consumers are to share information in person and through social media (eWOM). Finally, it was also fund the level of prediction to perform WOM in person was higher than eWOM.
本研究的目的是探讨文化传统对感知品牌关系(PBR)和口碑(WOM)行为的影响。基于认知动机相关的情感理论和社会认同理论,提出了一个模型来解释家庭传统(如使用精选产品烹饪)对西班牙裔母亲的影响。采用研究混合方法,开发了一个结构来衡量对文化传统的态度。此外,使用SEM和Logistic回归检验进行了假设和模型检验的在线调查。结果表明:1)对文化传统的认知越强,越有利于策略行为;2) PBR越有利,WOM的影响越有利;3)对口碑的态度越好,消费者越倾向于亲自和通过社交媒体(eom)分享信息。最后,也发现亲自执行口碑预测的水平高于口碑预测。
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引用次数: 0
The Impact of Team Outcomes, Brand Connection, and Game Attendance on the Corporate Image of a Stadium Naming-Rights Sponsor 球队成绩、品牌联系和比赛上座率对体育场冠名权赞助商企业形象的影响
Pub Date : 2017-03-30 DOI: 10.20429/jamt.2017.070101
Terry Eddy, B. Dwyer, Mark A. Slavich
The impact of sport sponsorship on perceptions of the sponsor has become a well-established line of research, but the examination of the special case of stadium naming-rights sponsors has only just begun to gain momentum.  The purpose of the current study was to examine the impact of primary tenet success/failure, game attendance, and team connection on the corporate image, reputation, and credibility of the naming-rights sponsor.  MetLife Stadium in the New York City metropolitan area was chosen as the unique context for this examination.  The results indicated that game attendance had a significant effect on respondents’ image of MetLife.  Full results, as well as practical and theoretical implications, are discussed.
体育赞助对人们对赞助商看法的影响已经成为一项成熟的研究,但对体育场冠名权赞助商的特殊案例的研究才刚刚开始获得动力。本研究的目的是检验主要宗旨的成功/失败、比赛出勤率和团队关系对冠名权赞助商的企业形象、声誉和可信度的影响。位于纽约市大都会区的大都会体育场被选为本次考试的独特背景。结果显示,比赛出勤率对大都会人寿的形象有显著影响。讨论了全部结果以及实际和理论意义。
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引用次数: 1
Relevance of Personal Interaction Factors between Customers and Sales Representatives in the Automotive Business 汽车业务中客户与销售代表之间个人互动因素的相关性
Pub Date : 2017-03-30 DOI: 10.20429/jamt.2017.070103
M. Štros, Timothy C. Heinze, David Ríha
The purpose of this paper is to determine the personal factors in sales that are most relevant to achieving sales success. The research will a) enable scholars to obtain a better understanding of the personal sales process, and b) enable marketers to develop more efficient personal sales approaches. The study utilized an observational design approach. Personal selling scenarios were filmed and shown to respondents who completed a sales effectiveness survey. Video content was also coded for statistical analysis. The resulting data was analysed via a multiple-regression model. A conceptual personal sales model was developed. The model suggests that salesperson authenticity impacts sales success. Authenticity is shown to be a function of a given salesperson’s affective, behavioural, and cognitive profile. The study focused on automotive retail sales scenarios in the United States. However, results may be generalizeable to similar markets. The study utilized a novel conceptual model and methodological approach. Practical guidelines and a scholarly research foundation are provided, research gaps are identified, and proposals for future research are suggested.
本文的目的是确定个人因素的销售,是最相关的实现销售成功。该研究将a)使学者能够更好地了解个人销售过程,b)使营销人员能够开发更有效的个人销售方法。本研究采用观察设计方法。个人销售场景被拍摄下来,并展示给完成销售效果调查的受访者。视频内容也被编码以进行统计分析。所得数据通过多元回归模型进行分析。一个概念性的个人销售模型被开发出来。该模型表明,销售人员的真实性影响销售成功。真实性被证明是一个给定的销售人员的情感、行为和认知特征的函数。这项研究的重点是美国的汽车零售情况。然而,研究结果可以推广到类似的市场。本研究采用了一种新颖的概念模型和方法。提供了实用指南和学术研究基础,确定了研究差距,并提出了未来研究的建议。
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引用次数: 2
High-Low Pricing (HL) vs. Every Day Low Pricing (EDLP) Strategy: The Consequence of JC Penney’s Move from HL to EDLP 高低价(HL) vs.每日低价(EDLP)策略:JC Penney从每日低价转向每日低价的后果
Pub Date : 2017-03-30 DOI: 10.20429/jamt.2017.070102
Abhay Shah
HIGH-LOW PRICING (HL) vs. EVERY DAY LOW PRICING (EDLP) STRATEGY: THE CONSEQUENCE OF JC PENNEY'S MOVE FROM HL TO EDLP ABSTRACT Retailers follow one of two pricing strategies - high-low and every-day low pricing.  The high-low (HL) strategy is where the retailer will start with a higher price and give deep discounts in order to attract customers.  On the other hand, retailers that follow the everyday low price (EDLP) strategy, keep prices very low and rarely giving price discounts.  Not too long ago, JC Penney changed its strategy from HL to EDLP that had a very negative impact on its performance.  The study hypothesizes that retailers who change their strategy from HL to EDLP or EDLP to HL will not be successful if they do not change their marketing mix, and also because it takes consumers a very long time to change their perception about a retailer's strategy.  This study proposes and tests ten hypotheses of the effects of a switch in pricing strategy by JC Penney from a high-low strategy to an everyday low pricing strategy.  The study finds support for all of the ten hypotheses.  The study finds that the financial performance of JC Penney suffered due to a change in its strategy.  Furthermore, consumers perceive JC Penney to be a medium-price department store that sells homogeneous and heterogeneous shopping goods with a HL strategy and it is very likely that JC Penney's change in strategy was not be very successful since consumers still perceive JC Penney as a retailer with a HL strategy. Keywords: High-low pricing (HL), Everyday Low Pricing (EDLP), Price-image, Consumer learning.
高-低定价(HL) vs.每日低定价(EDLP)策略:JC PENNEY从每日低定价转向每日低定价策略的后果摘要零售商遵循两种定价策略中的一种——高-低定价和每日低定价。高-低(HL)策略是指零售商以较高的价格开始,并给予大幅折扣,以吸引顾客。另一方面,遵循每日低价(EDLP)策略的零售商将价格保持在非常低的水平,很少给予价格折扣。不久前,JC Penney将其战略从HL改为EDLP,这对其业绩产生了非常负面的影响。该研究假设,如果零售商不改变营销组合,将策略从HL转变为EDLP或EDLP转变为HL的零售商将不会成功,也因为消费者需要很长时间才能改变对零售商策略的看法。本研究提出并检验了JC Penney从高低定价策略到日常低价定价策略转换的十个假设。该研究发现这十种假设都得到了支持。研究发现,JC Penney的财务业绩由于其战略的改变而受到影响。此外,消费者认为JC Penney是一家中等价位的百货公司,销售同质和异质购物商品,采用HL战略,JC Penney的战略变化很可能不是很成功,因为消费者仍然认为JC Penney是一家采用HL战略的零售商。关键词:高低定价,日常低价,价格形象,消费者学习
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引用次数: 0
Community-Level Market Responsiveness to Tourism 社区对旅游的市场反应
Pub Date : 2017-03-30 DOI: 10.20429/jamt.2017.070104
Leslie A. Hollingsworth
The present case study examines a community’s market responsiveness to tourism. The current axiom in business is that individual organizations must be responsive to customer needs; whether the same holds true for communities as a unified tourist offering is less clear. A mixed methods approach is used to determine whether an award-winning tourism community exhibits the three criteria for market orientation (Slater & Narver, 1999). The findings suggest that market responsiveness as described in the literature may not be a requirement for success when examining communities rather than individual firms.
本案例研究考察了一个社区对旅游业的市场反应。当前的商业准则是,单个组织必须对客户需求做出反应;作为一个统一的旅游产品,社区是否同样适用还不太清楚。采用混合方法来确定获奖旅游社区是否表现出市场导向的三个标准(Slater & Narver, 1999)。研究结果表明,当研究社区而不是单个公司时,文献中描述的市场反应能力可能不是成功的必要条件。
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引用次数: 0
In House versus Outsourcing: Effects of Service Quality and Consumer Satisfaction of Sport Centers 内部与外包:体育中心服务质量与消费者满意度的影响
Pub Date : 2017-03-30 DOI: 10.20429/jamt.2017.070105
J. Mak, S. Cheung, T. C. Chiu
The purposes of this study were to examine the difference between Facility Management Systems, in-house versus outsourcing, in service quality of sport public sport centers, as well as examine the aspects of service delivery. The sample consists of 302 sport center consumers from different regions of Hong Kong. The Chinese version of SERVQUAL was used to measure consumer expectations and perceptions on sport centers’ service quality. The participants were invited to fill out the questionnaires at the public sport centers. Findings showed that consumers’ expectations between the public and outsourced sport centers were the same. On the other hand, the outsourced Facility Management System received a higher rating of service quality perceptions from the consumers than the in-house Facility Management System in public sport centers. Moreover, females perceived outsourced Facility Management System led to higher tangible service quality perceptions than in-house but no effect on males.
本研究的目的是考察公共体育中心内部与外包的设施管理系统在服务质量方面的差异,并考察服务交付的各个方面。样本由302名来自香港不同地区的体育中心消费者组成。使用中文版的SERVQUAL量表来衡量消费者对体育中心服务质量的期望和认知。参与者被邀请在公共体育中心填写问卷。调查结果显示,消费者对公共体育中心和外包体育中心的期望是相同的。另一方面,消费者对公共体育中心的外包设施管理系统的服务质量评价高于内部设施管理系统。此外,女性认为外包设施管理系统导致比内部更高的有形服务质量的看法,但对男性没有影响。
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引用次数: 0
Online and In-Store Compulsive Buying Among Metrosexuals, and Other Male Consumers 都市美男和其他男性消费者的网上和店内强迫性购物
Pub Date : 2015-12-07 DOI: 10.20429/jamt.2017.070201
Michael L. Thomas, L. Denton, Lindsay R. L. Larson, Kathleen H. Gruben
This paper presents an exploratory study of compulsive buying behavior among male, and specifically metrosexual consumers who represent significant purchasing power, but have yet to be studied in both online and in-store environments. This research has significant importance for public policy, consumer behavior and marketing. The literature has largely ignored specifically male compulsive shopping behavior, and particularly how this behavior manifests itself in different shopping environments and among different subsets of male consumers. Research was gathered via an online survey of 193 males with special attention paid to acquiring equal representation of both urban (potential metrosexuals) and rural consumers. The study shows that metrosexuals have higher levels of compulsive behavior than other males, but these differences do not seem to vary significantly by shopping environment. Finally, the study discusses both online and in-store compulsive buying by various product categories.
本文对男性,特别是都市美男消费者的强迫性购买行为进行了探索性研究,这些消费者代表了显著的购买力,但尚未在在线和实体店环境中进行研究。本研究对公共政策、消费者行为和市场营销具有重要意义。文献在很大程度上忽略了男性强迫性购物行为,尤其是这种行为在不同的购物环境和不同的男性消费者群体中是如何表现出来的。研究是通过对193名男性的在线调查收集的,特别注意在城市(潜在的都市型男)和农村消费者中获得平等的代表。研究表明,都市美男比其他男性有更高的强迫行为水平,但这些差异似乎并不因购物环境而有显著差异。最后,该研究讨论了各种产品类别的在线和店内强迫性购买。
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引用次数: 0
Beyond Amateurism: The Rebranding of Major College Athletics 超越业余:大学主要体育运动的重塑
Pub Date : 2015-11-06 DOI: 10.20429/jamt.2015.060105
D. Branch, I. O. Adams, M. Kraska
For decades prior to NCAA v. Board of Regents , the brand of college athletics, even at the highest level, was amateurism. However, the last three decades of surging revenues and costs, as well as the current wave of litigation challenging amateurism, force decision makers in major college athletics to contemplate a future in which amateurism is banished or in retreat. In sum, the brand has outgrown amateurism. Major college athletics can survive a paradigm shift by selling the action in its games, the game day experience, and the traditions of the institutions.
在NCAA诉校务委员会(Board of Regents)案之前的几十年里,即使是最高水平的大学体育运动,也都是业余的。然而,过去三十年收入和成本的飙升,以及当前挑战业余运动的诉讼浪潮,迫使主要大学体育运动的决策者们考虑业余运动被排斥或撤退的未来。总而言之,这个品牌已经超越了业余水平。通过出售比赛中的动作、比赛日的体验和学校的传统,主要的大学体育运动可以在范式转变中生存下来。
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引用次数: 0
Characteristics and Motivations of Die-Hard Sport Fans 铁杆体育迷的特点和动机
Pub Date : 2015-11-06 DOI: 10.20429/jamt.2015.060106
R. Smart, S. Chen, K. Henderson
Past research has examined the die-hard fans’ characteristics, consumption behaviors, and attending motivation of avid sport fans. The study further evaluated those fans’ characteristics and motivation through a series of qualitative interview questions based on the conceptual frameworks of loyalty, fan motivation, fan identity, and “sport-as-religion.” The participants were 24 season-ticket holders of a Mid-west professional football team who also identified themselves as a fan of football, baseball, basketball, and hockey. Their fanship varied from collegiate to professional level teams of various locations. Results showed die-hard fans’ game-attending motivations were influenced by their family, popularity and performance of players, and geographic location. The recognition and identity of “true” fans was earned through strong dedication and knowledge toward their identified team(s). The obtained information inspired researchers to create an actual and a virtual football fan club. Recommendations for future research include increasing sample size and diversification of fans from various sport teams.
以往的研究考察了铁杆体育迷的特征、消费行为和观赛动机。该研究通过一系列基于忠诚度、球迷动机、球迷身份和“体育作为宗教”概念框架的定性访谈问题,进一步评估了这些球迷的特征和动机。参与者是24名持有中西部职业橄榄球队季票的人,他们也认为自己是足球、棒球、篮球和曲棍球的粉丝。他们的粉丝从大学到不同地区的专业团队都有。结果显示,死忠球迷观看比赛的动机受到家庭、球员的知名度和表现以及地理位置的影响。“真正的”球迷的认可和身份是通过对他们所认同的球队的强烈奉献和了解而获得的。获得的信息启发研究人员创建了一个真实的和虚拟的球迷俱乐部。对未来研究的建议包括增加样本量和不同运动队球迷的多样化。
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引用次数: 3
Consumer Trait and Situational Factor Determinants of Technology Acceptance 消费者特质与情境因素对技术接受的影响
Pub Date : 2015-11-02 DOI: 10.20429/jamt.2015.060102
Jon M. Martin
This study examines the internal relationships of the basic technology acceptance model (TAM) constructs and their respective relationships with external predictors from: a) demographics (age, gender, income, education, and ethnicity); b) psychographic tech readiness facets (optimism, innovativeness, discomfort, insecurity); c) situational factors (wait time and crowding).  Analysis concludes that age, wait time, and crowding have significant relationships with all three TAM variables, while psychographic tech readiness variables cannot be concluded to have significance with TAM.  The relationship of age, wait time, and crowding with TAM’s variables (perceived usefulness, perceived ease-of-use, and behavioral intention) appears valid and generalizable, and has implications for SST adoption research.  Exploratory research that omits TAM’s moderating variables (perceived usefulness and perceived ease-of-use) and that regresses age, wait time, and crowding directly with behavioral intention results in a simple 4-variable model that has significant, moderately strong relationships with behavioral intent.  This alternative model offers significant opportunities and ramifications for practitioners and deserves additional empirical applications.
本研究考察了基本技术接受模型(TAM)结构的内部关系及其与外部预测因子的关系:1)人口统计学(年龄、性别、收入、教育程度和种族);B)心理技术准备方面(乐观、创新、不适、不安全感);C)情景因素(等待时间和拥挤程度)。分析发现,年龄、等待时间和拥挤程度与三个TAM变量均有显著相关,而心理技术准备度变量与TAM的关系不显著。年龄、等待时间和拥挤程度与TAM变量(感知有用性、感知易用性和行为意图)之间的关系似乎是有效的和可推广的,并对SST采用研究具有影响。探索性研究省略了TAM的调节变量(感知有用性和感知易用性),并将年龄、等待时间和拥挤程度直接与行为意图进行回归,结果得出一个简单的4变量模型,该模型与行为意图具有显著的、中等强度的关系。这种替代模型为实践者提供了重要的机会和分支,值得额外的实证应用。
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引用次数: 0
期刊
Journal of Applied Marketing Theory
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