The retailing environment has shown that consumer purchases are dependent upon the consideration and subsequent evaluation of product attributes. Consumer’s selection of products are driven by their preferences for the attributes that the products possess. The aim of this study was to investigate product attribute preferences for cross-category shopping products in Durban. The quantitative study design based on a cross-sectional descriptive survey was conducted. The study population consisted of consumers within the city of Durban. The study sampled 213 students selected from three universities in Durban (University A, B and C). Research respondents were chosen using convenience sampling. Respondents were purposely selected based on their capacity to give meaningful information relevant to the study. The Cronbach alpha test was conducted to test for reliability of the first instrument. The results indicated acceptable, consistent scoring patterns for the sections of the research instrument. The study revealed that for clothing detergent products, product form is the most important attribute followed by product effectiveness. It is important to note that significant differences were found in the respondent's preferences for product attributes in terms of the respondent's demographics. For clothing detergents, significant differences were found in terms of respondents preferences for the price, scent, size and product form of clothing detergents. Subsequently, generalised product attribute preferences were obtained. The findings of the study are limited due to the low response rate among older respondents. Future studies may benefit from investigating sub-categories. Moreover, future studies should consider other consumer segmentation methods in order to better understand and classify retail behaviour when developing modelling approaches. Retail managers may benefit from communicating more value for money for their skincare product offerings. Brands that are synonymous with longer lasting products either through offering more volume or products that require less application to achieve desired results may provide a competitive advantage.
{"title":"The Preferences of Consumers When Selecting Clothing Detergent Products","authors":"A. Kamwendo, Mandusha Maharaj","doi":"10.32479/irmm.13274","DOIUrl":"https://doi.org/10.32479/irmm.13274","url":null,"abstract":"The retailing environment has shown that consumer purchases are dependent upon the consideration and subsequent evaluation of product attributes. Consumer’s selection of products are driven by their preferences for the attributes that the products possess. The aim of this study was to investigate product attribute preferences for cross-category shopping products in Durban. The quantitative study design based on a cross-sectional descriptive survey was conducted. The study population consisted of consumers within the city of Durban. The study sampled 213 students selected from three universities in Durban (University A, B and C). Research respondents were chosen using convenience sampling. Respondents were purposely selected based on their capacity to give meaningful information relevant to the study. The Cronbach alpha test was conducted to test for reliability of the first instrument. The results indicated acceptable, consistent scoring patterns for the sections of the research instrument. The study revealed that for clothing detergent products, product form is the most important attribute followed by product effectiveness. It is important to note that significant differences were found in the respondent's preferences for product attributes in terms of the respondent's demographics. For clothing detergents, significant differences were found in terms of respondents preferences for the price, scent, size and product form of clothing detergents. Subsequently, generalised product attribute preferences were obtained. The findings of the study are limited due to the low response rate among older respondents. Future studies may benefit from investigating sub-categories. Moreover, future studies should consider other consumer segmentation methods in order to better understand and classify retail behaviour when developing modelling approaches. Retail managers may benefit from communicating more value for money for their skincare product offerings. Brands that are synonymous with longer lasting products either through offering more volume or products that require less application to achieve desired results may provide a competitive advantage.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-11-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42650896","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}
Business Intelligence (BI) has been recognised as a crucial component of the organisation’s success. Whilst some organisations are able to exploit and realise the benefits of BI, there are still several organisations that fail to capitalise on its potential. The aim was to investigate BI as a possible differentiator for administrative competitive edge. The study applied a deductive research approach and a quantitative research method. Data was collected using questionnaires from a population of 302 respondents. Results revealed that, the use of BI in organisation is dependent on the employees realising the strong correlation between business alignment, BI and strategy. Management support was found to be a key indicator in demonstrating leadership, commitment, and advocacy towards BI initiatives. The study found that the alignment of BI with strategy within an organisation makes it possible for the organisation to reap the benefits of BI which led to better decision making. BI was found to be useful in assisting respondents to perform and complete their tasks quicker and with ease. The conceptual framework tested in the study comprised of three constructs: strategy alignment, management support and BI utilisation as contributing components in making it a differentiator in gaining a competitive advantage.
{"title":"Investigating Business Intelligence as a Possible Differentiator for Administrative Competitive Edge","authors":"Khomotjo Jane Kutumela, S. Lubbe, K. Ohei","doi":"10.32479/irmm.13307","DOIUrl":"https://doi.org/10.32479/irmm.13307","url":null,"abstract":"Business Intelligence (BI) has been recognised as a crucial component of the organisation’s success. Whilst some organisations are able to exploit and realise the benefits of BI, there are still several organisations that fail to capitalise on its potential. The aim was to investigate BI as a possible differentiator for administrative competitive edge. The study applied a deductive research approach and a quantitative research method. Data was collected using questionnaires from a population of 302 respondents. Results revealed that, the use of BI in organisation is dependent on the employees realising the strong correlation between business alignment, BI and strategy. Management support was found to be a key indicator in demonstrating leadership, commitment, and advocacy towards BI initiatives. The study found that the alignment of BI with strategy within an organisation makes it possible for the organisation to reap the benefits of BI which led to better decision making. BI was found to be useful in assisting respondents to perform and complete their tasks quicker and with ease. The conceptual framework tested in the study comprised of three constructs: strategy alignment, management support and BI utilisation as contributing components in making it a differentiator in gaining a competitive advantage.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43889798","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}
In the past, especially in underdeveloped countries, Information & Communication Technology (ICT) tools in higher education institutions were underutilized. But the unanticipated Coronavirus Disease 2019 (COVID-19) disaster, has forced everyone in the world to rely on ICT resources for education. This paper discusses the need to intensify the use of Information & Communication Technology (ICT) tools in higher education institutions by thoroughly exploiting the COVID-19 global state of emergency. The study assesses the value of Information & Communication Technology (ICT) resources in academic institutions. More so, the study goes into further detail about the contributions of Information & Communication Technology (ICT) resources in higher education institutions during the COVID-19 pandemic. In this study, a scoping review was chosen in selecting previous studies related to the field of current research. The findings of this study revealed that the applications of Information & Communication Technology (ICT) tools are essential for educational advancement; that it significantly accelerated education process during the pandemic. The study’s findings also revealed that there are several key factors that can help intensify the use of Information & Communication Technology (ICT) tools in higher education institutions.
{"title":"Taking Full Advantage of the COVID-19 Era to Intensify the Use of Information and Communication Technology Tools in Higher Education Institutes","authors":"K. Ohei, S. Lubbe","doi":"10.32479/irmm.13542","DOIUrl":"https://doi.org/10.32479/irmm.13542","url":null,"abstract":"In the past, especially in underdeveloped countries, Information & Communication Technology (ICT) tools in higher education institutions were underutilized. But the unanticipated Coronavirus Disease 2019 (COVID-19) disaster, has forced everyone in the world to rely on ICT resources for education. This paper discusses the need to intensify the use of Information & Communication Technology (ICT) tools in higher education institutions by thoroughly exploiting the COVID-19 global state of emergency. The study assesses the value of Information & Communication Technology (ICT) resources in academic institutions. More so, the study goes into further detail about the contributions of Information & Communication Technology (ICT) resources in higher education institutions during the COVID-19 pandemic. In this study, a scoping review was chosen in selecting previous studies related to the field of current research. The findings of this study revealed that the applications of Information & Communication Technology (ICT) tools are essential for educational advancement; that it significantly accelerated education process during the pandemic. The study’s findings also revealed that there are several key factors that can help intensify the use of Information & Communication Technology (ICT) tools in higher education institutions.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46848452","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}
Customer inspiration is gaining scholars attention in the marketing literature. Thus, the main objective of this study is to highlight on customer inspiration in the online shopping context, and this could be by examining the role of augmented reality (AR) in promoting customer inspiration. Minimal number of research have studied the effect of two critical dimensions of AR which are environmental embedding and simulated physical control on customer inspiration. Thus, this research will bridge this gap by conducting a quantitative study that empirically validates the effect of these two important variables on customer inspiration. Besides, this will open new insights for the future research to explore other variables and better understand AR. In addition, few studies have validated the theory of processing fluency in the AR context. Hence, this study will close the gap and investigate the role of perceptual fluency as a mediator to the relationship between AR and customer inspiration
{"title":"The Antecedents and Consequences of Customer Inspiration: The Mediating Role of Perceptual Fluency in the Online Shopping Context","authors":"Tamara Kasamani, Alaa Abass, Nehale Mostapha","doi":"10.32479/irmm.13390","DOIUrl":"https://doi.org/10.32479/irmm.13390","url":null,"abstract":"Customer inspiration is gaining scholars attention in the marketing literature. Thus, the main objective of this study is to highlight on customer inspiration in the online shopping context, and this could be by examining the role of augmented reality (AR) in promoting customer inspiration. Minimal number of research have studied the effect of two critical dimensions of AR which are environmental embedding and simulated physical control on customer inspiration. Thus, this research will bridge this gap by conducting a quantitative study that empirically validates the effect of these two important variables on customer inspiration. Besides, this will open new insights for the future research to explore other variables and better understand AR. In addition, few studies have validated the theory of processing fluency in the AR context. Hence, this study will close the gap and investigate the role of perceptual fluency as a mediator to the relationship between AR and customer inspiration","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48839604","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}
The purpose of the study is to examine the impact of Business Intelligence (BI) on Strategic Entrepreneurship (SE) with the existence of Organizational Agility (OA) in Jordanian entrepreneurial companies. The researchers used the quantitative method, as it has an empirical nature. The questionnaire was adopted as a data collection tool. In total, 209 questionnaires were disturbed electronically among 16 entrepreneurial companies operating in King Hussein Business Park (KHBS) in Amman, Jordan. The analyzed results showed a high positive impact of BI on SE, which is seen evident in the results where BI dimensions (data warehousing, data mining, and On-Line Analytic Processing (OLAP)), have a statistically significant impact on SE and its dimensions (entrepreneurial mindset, applying creativity & developing innovation, opportunities identification, and acceptance of risk). Additionally, OA depicted a partial mediation between BI and SE. Furthermore, all main and sub hypotheses were significant and accepted, since the p-value of each analysis is less than 0.05. Finally, the researchers recommend applying BI in entrepreneurial companies that do not adopt it, and it should be given a high priority as it has been proven that BI increases the chances of identifying opportunities, accepting risks, and, moreover, developing innovative projects.
{"title":"Impact of Business Intelligence on Strategic Entrepreneurship: The Mediating Role of Organizational Agility","authors":"Isra Sitan Al AQasrawi, K. K. Alafi","doi":"10.32479/irmm.13336","DOIUrl":"https://doi.org/10.32479/irmm.13336","url":null,"abstract":"The purpose of the study is to examine the impact of Business Intelligence (BI) on Strategic Entrepreneurship (SE) with the existence of Organizational Agility (OA) in Jordanian entrepreneurial companies. The researchers used the quantitative method, as it has an empirical nature. The questionnaire was adopted as a data collection tool. In total, 209 questionnaires were disturbed electronically among 16 entrepreneurial companies operating in King Hussein Business Park (KHBS) in Amman, Jordan. The analyzed results showed a high positive impact of BI on SE, which is seen evident in the results where BI dimensions (data warehousing, data mining, and On-Line Analytic Processing (OLAP)), have a statistically significant impact on SE and its dimensions (entrepreneurial mindset, applying creativity & developing innovation, opportunities identification, and acceptance of risk). Additionally, OA depicted a partial mediation between BI and SE. Furthermore, all main and sub hypotheses were significant and accepted, since the p-value of each analysis is less than 0.05. Finally, the researchers recommend applying BI in entrepreneurial companies that do not adopt it, and it should be given a high priority as it has been proven that BI increases the chances of identifying opportunities, accepting risks, and, moreover, developing innovative projects.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46185013","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}
Customer knowledge is critical for business and marketing strategy, and companies are turning to Artificial Intelligence (AI)-based data analysis to better understand user experience and behavior in both product and service sectors. This paper discusses the importance of customer knowledge and the tools for obtaining it using AI-based analysis. While AI-based analysis has many benefits, such as advanced and detailed analytics, it also has many drawbacks, such as privacy and the human-biased factor that the machine can learn from interacting with humans. AI is a delicate marketing technology that should be controlled by humans because it cannot replace humans in customer service, relationship management, and critical situations.
{"title":"The Contributions of Customer Knowledge and Artificial Intelligence to Customer Satisfaction","authors":"I. Zada","doi":"10.32479/irmm.13314","DOIUrl":"https://doi.org/10.32479/irmm.13314","url":null,"abstract":"Customer knowledge is critical for business and marketing strategy, and companies are turning to Artificial Intelligence (AI)-based data analysis to better understand user experience and behavior in both product and service sectors. This paper discusses the importance of customer knowledge and the tools for obtaining it using AI-based analysis. While AI-based analysis has many benefits, such as advanced and detailed analytics, it also has many drawbacks, such as privacy and the human-biased factor that the machine can learn from interacting with humans. AI is a delicate marketing technology that should be controlled by humans because it cannot replace humans in customer service, relationship management, and critical situations.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46753911","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}
Caitlin De la Roche, Tiago De Barros, T. Chuchu, B. Nyagadza, Marike Venter de Villiers
Due to the increasing usage of digital marketing to advertise to consumers in recent years, there has been a growing interest in determining which digital marketing channels are the most effective in not only successfully getting the brand message across to the consumer, but also generating the most return on investment in the form of greater consumer purchase intention. As such, the objective of this research was to determine how the antecedents, perceived benefit, perceived risk, and organisational trust influenced consumer attitudes towards these two digital marketing channels. Furthermore, the effect of consumer attitudes on consumer purchase intention and hence post-purchase behaviour were also examined. The research was conducted using a quantitative approach by means of a survey in the forms of a questionnaire that was distributed to participants using a combination of the convenience and snowball sampling methods. A sample size of 262 respondents was used, and the requirements to participate in the study were for the individual to be over the age of 18 and be a consumer based in South Africa. The data was subsequently analysed using SPSS 27 for descriptive analysis and hypothesis testing respectively. The proposed hypotheses were tested to understand the relationships between the study’s constructs. Ultimately, the study found that consumers who form a positive attitude towards a brand advertising via email or social media will have a higher intention to purchase the brand, and will more likely make repeat purchases of that brand. The limitations of the study are discussed and future research direction is proposed.
{"title":"An Investigation on Consumer Perceptions of Email and Social Media Marketing: An Advertising Case in South Africa","authors":"Caitlin De la Roche, Tiago De Barros, T. Chuchu, B. Nyagadza, Marike Venter de Villiers","doi":"10.32479/irmm.13248","DOIUrl":"https://doi.org/10.32479/irmm.13248","url":null,"abstract":"Due to the increasing usage of digital marketing to advertise to consumers in recent years, there has been a growing interest in determining which digital marketing channels are the most effective in not only successfully getting the brand message across to the consumer, but also generating the most return on investment in the form of greater consumer purchase intention. As such, the objective of this research was to determine how the antecedents, perceived benefit, perceived risk, and organisational trust influenced consumer attitudes towards these two digital marketing channels. Furthermore, the effect of consumer attitudes on consumer purchase intention and hence post-purchase behaviour were also examined. The research was conducted using a quantitative approach by means of a survey in the forms of a questionnaire that was distributed to participants using a combination of the convenience and snowball sampling methods. A sample size of 262 respondents was used, and the requirements to participate in the study were for the individual to be over the age of 18 and be a consumer based in South Africa. The data was subsequently analysed using SPSS 27 for descriptive analysis and hypothesis testing respectively. The proposed hypotheses were tested to understand the relationships between the study’s constructs. Ultimately, the study found that consumers who form a positive attitude towards a brand advertising via email or social media will have a higher intention to purchase the brand, and will more likely make repeat purchases of that brand. The limitations of the study are discussed and future research direction is proposed.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43930776","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}
In today's dynamic and competitive business world, small and medium-sized enterprises require strategic planning as a business tool. The purpose of this study was to determine requirements that a small business must meet to successfully implement a strategic business plan. The study employs a qualitative research approach for collecting and analysing data. A non-probability sampling method was used to select the 20 small business owners and managers who participated in the study. The data collection was done through the conduction of interviews and thematic analysis was carry out to analyse the data. The findings demonstrate that strategic business planning helps small businesses in analysing their existing contexts, examining how current trends could affect them, and determining best practices to overcome potential barriers to success. The study equally portrays those small businesses that implement strategic business planning into their operations have a higher chance of success than those that do not.
{"title":"Critical Factors for the Successful Implementation of a Strategic Business Plan among Small and Medium Size Enterprises","authors":"Paul Saah","doi":"10.32479/irmm.13280","DOIUrl":"https://doi.org/10.32479/irmm.13280","url":null,"abstract":"In today's dynamic and competitive business world, small and medium-sized enterprises require strategic planning as a business tool. The purpose of this study was to determine requirements that a small business must meet to successfully implement a strategic business plan. The study employs a qualitative research approach for collecting and analysing data. A non-probability sampling method was used to select the 20 small business owners and managers who participated in the study. The data collection was done through the conduction of interviews and thematic analysis was carry out to analyse the data. The findings demonstrate that strategic business planning helps small businesses in analysing their existing contexts, examining how current trends could affect them, and determining best practices to overcome potential barriers to success. The study equally portrays those small businesses that implement strategic business planning into their operations have a higher chance of success than those that do not.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42170640","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}
By linking HRM practices with employees’ intrinsic motivation and creativity, we sought to evaluate the effectiveness of HRM practices for improving the enthusiasm and ingenuity of workers. More specifically, we investigated the impact of a package of HRM practices (i.e., job training and job design) on employees’ inherent motivation and the influence this has on their creativeness while performing their roles. Data were gathered from 416 employees in the private sector of Saudi Arabia to study how job training and design affected three basic determinants of intrinsic motivation—namely autonomy, relatedness, and competence—as well as the degree to which improvements in employee motivation have a positive effect on their creativity. The findings indicate that (1) overall job design has a positive and significant effect on employees’ motivation, with the most effective job design dimensions being task significance, feedback, and autonomy, while (2) job training also has a significant positive impact on intrinsic motivation. Moreover, (3) the results further demonstrate that (3) intrinsic job motivation has a significant effect in terms of encouraging employees to fulfil their roles in a more creative way.
{"title":"The Effect of Human Resource Management Practices on Employees’ Motivation and Creativity in the Private Sector of Saudi Arabia","authors":"Samerah Abdullah H. Al-Kazlah, Roaa Badkook","doi":"10.32479/irmm.13215","DOIUrl":"https://doi.org/10.32479/irmm.13215","url":null,"abstract":"By linking HRM practices with employees’ intrinsic motivation and creativity, we sought to evaluate the effectiveness of HRM practices for improving the enthusiasm and ingenuity of workers. More specifically, we investigated the impact of a package of HRM practices (i.e., job training and job design) on employees’ inherent motivation and the influence this has on their creativeness while performing their roles. Data were gathered from 416 employees in the private sector of Saudi Arabia to study how job training and design affected three basic determinants of intrinsic motivation—namely autonomy, relatedness, and competence—as well as the degree to which improvements in employee motivation have a positive effect on their creativity. The findings indicate that (1) overall job design has a positive and significant effect on employees’ motivation, with the most effective job design dimensions being task significance, feedback, and autonomy, while (2) job training also has a significant positive impact on intrinsic motivation. Moreover, (3) the results further demonstrate that (3) intrinsic job motivation has a significant effect in terms of encouraging employees to fulfil their roles in a more creative way.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43537706","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}
One of the leading causes of brand avoidance relates to the incongruence between consumers’ self-image and brands’ images. While previous researchers made recommendations concerning the antecedents of identity incongruity, their recommendations were based on either speculation or on individual measurement items included in larger (unrelated) constructs. This paper addresses this research gap by establishing the antecedents, and brand avoidance as the outcome, of identity incongruity. The link to the study questionnaire was sent by one of South Africa’s leading cellular service providers by means of SMS messages to their customers, inviting them to participate in the study. Results from 276 fully completed questionnaires show, similar to previous studies, a strong relationship between identity incongruity and brand avoidance. Unlike previous research we established that both inauthenticity and brand image predict identity incongruity, but found no relationships between identity incongruity and negative reference groups, deindividualisation, and family influence. The study accordingly identified the actual antecedents practitioners should focus on when trying to minimise the negative consequences of brand avoidance due to identity incongruity.
{"title":"Exploring the Antecedents and Brand Avoidance as the Outcome, of Identity Incongruity","authors":"P. Mostert, Tiaan Naude","doi":"10.32479/irmm.13179","DOIUrl":"https://doi.org/10.32479/irmm.13179","url":null,"abstract":"One of the leading causes of brand avoidance relates to the incongruence between consumers’ self-image and brands’ images. While previous researchers made recommendations concerning the antecedents of identity incongruity, their recommendations were based on either speculation or on individual measurement items included in larger (unrelated) constructs. This paper addresses this research gap by establishing the antecedents, and brand avoidance as the outcome, of identity incongruity. The link to the study questionnaire was sent by one of South Africa’s leading cellular service providers by means of SMS messages to their customers, inviting them to participate in the study. Results from 276 fully completed questionnaires show, similar to previous studies, a strong relationship between identity incongruity and brand avoidance. Unlike previous research we established that both inauthenticity and brand image predict identity incongruity, but found no relationships between identity incongruity and negative reference groups, deindividualisation, and family influence. The study accordingly identified the actual antecedents practitioners should focus on when trying to minimise the negative consequences of brand avoidance due to identity incongruity.","PeriodicalId":30298,"journal":{"name":"International Review of Management and Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2022-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49445210","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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