Pub Date : 2018-09-03DOI: 10.1108/JCMARS-09-2018-0011
Guoqun Fu, Yang Li, Xianzheng Fei
Purpose The purpose of this paper is to investigate the evolution of wedding-related consumption of urban families in China during the past 50 years. Design/methodology/approach This study used qualitative and quantitative approaches to collect and analyse data from 157 families in China. Data collection occurred through semi-structured interviews and questionnaire surveys. Findings The findings are as follows: average wedding expenses per family have increased, mainly as a result of the substantial growth of indirect wedding costs; the percentage of total wedding expenses represented by direct costs pertaining to the ritual is trending downwards; the percentage of total wedding expenses borne by the groom’s family is much higher than that borne by the bride’s family, and the gap is enlarging; the proportion of newlyweds living with parents was more than 50 per cent in the 1970s and 1980s, decreased to 10 per cent in the 1990s and began slightly increasing again after 2000. Research limitations/implications The authors used signal investment theory to explain the fact that the groom’s family bears more of the wedding expenses than the bride’s family does, but more evidences are needed to verify the theory. Originality/value This study contributes to the understanding of evolution of wedding consumption of urban families in China, as well as how social and economic factors influence wedding consumptions in different ages, an area with limited previous research. The authors also propose signal investment theory as an alternative explanation to current wedding consumption theories to justify the phenomenon.
{"title":"The evolution of urban wedding consumption in China since 1970s","authors":"Guoqun Fu, Yang Li, Xianzheng Fei","doi":"10.1108/JCMARS-09-2018-0011","DOIUrl":"https://doi.org/10.1108/JCMARS-09-2018-0011","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to investigate the evolution of wedding-related consumption of urban families in China during the past 50 years.\u0000\u0000\u0000Design/methodology/approach\u0000This study used qualitative and quantitative approaches to collect and analyse data from 157 families in China. Data collection occurred through semi-structured interviews and questionnaire surveys.\u0000\u0000\u0000Findings\u0000The findings are as follows: average wedding expenses per family have increased, mainly as a result of the substantial growth of indirect wedding costs; the percentage of total wedding expenses represented by direct costs pertaining to the ritual is trending downwards; the percentage of total wedding expenses borne by the groom’s family is much higher than that borne by the bride’s family, and the gap is enlarging; the proportion of newlyweds living with parents was more than 50 per cent in the 1970s and 1980s, decreased to 10 per cent in the 1990s and began slightly increasing again after 2000.\u0000\u0000\u0000Research limitations/implications\u0000The authors used signal investment theory to explain the fact that the groom’s family bears more of the wedding expenses than the bride’s family does, but more evidences are needed to verify the theory.\u0000\u0000\u0000Originality/value\u0000This study contributes to the understanding of evolution of wedding consumption of urban families in China, as well as how social and economic factors influence wedding consumptions in different ages, an area with limited previous research. The authors also propose signal investment theory as an alternative explanation to current wedding consumption theories to justify the phenomenon.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124914590","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 : 2018-09-03DOI: 10.1108/JCMARS-08-2018-0007
Baolong Ma, F. Cheng, Jingjing Bu, Jiefan Jiang
PurposeAlthough brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.Design/methodology/approachThe hypotheses were tested by analysing the data of 260 participants in China, which were collected from an experiment.FindingsThis research draws five conclusions: the brand equity of a pre-alliance partner has a positive effect on brand alliance evaluation; product fit and brand fit amongst partners also have a positive effect on brand alliance evaluation; alliance brand evaluation has a positive impact on the brand equity of a post-alliance brand; the brand equity of a pre-alliance partner exerts a positive effect on the brand equity of a post-alliance partner; and the spillover effect of brand alliance for a weak brand is stronger than that of a strong brand in an asymmetrical brand alliance.Originality/valueThis research introduces brand equity into the field of brand alliance. From the perspective of consumer perception, the authors measure brand equity and provide insights for a company to effectively enhance brand equity through brand alliance. The authors explore ways to increase the brand equity of partners through brand alliance. Additionally, the authors discuss the spillover effects of the brand equity of partners in symmetric and asymmetric brand alliances.
{"title":"Effects of brand alliance on brand equity","authors":"Baolong Ma, F. Cheng, Jingjing Bu, Jiefan Jiang","doi":"10.1108/JCMARS-08-2018-0007","DOIUrl":"https://doi.org/10.1108/JCMARS-08-2018-0007","url":null,"abstract":"PurposeAlthough brand alliance has become quite ubiquitous in the marketplace and attracted considerable interest amongst researchers, little research has investigated its effects on the brand equity of partners. The purpose of this paper is to demonstrate why and how brand alliance affects the brand equity of the partners in an alliance.Design/methodology/approachThe hypotheses were tested by analysing the data of 260 participants in China, which were collected from an experiment.FindingsThis research draws five conclusions: the brand equity of a pre-alliance partner has a positive effect on brand alliance evaluation; product fit and brand fit amongst partners also have a positive effect on brand alliance evaluation; alliance brand evaluation has a positive impact on the brand equity of a post-alliance brand; the brand equity of a pre-alliance partner exerts a positive effect on the brand equity of a post-alliance partner; and the spillover effect of brand alliance for a weak brand is stronger than that of a strong brand in an asymmetrical brand alliance.Originality/valueThis research introduces brand equity into the field of brand alliance. From the perspective of consumer perception, the authors measure brand equity and provide insights for a company to effectively enhance brand equity through brand alliance. The authors explore ways to increase the brand equity of partners through brand alliance. Additionally, the authors discuss the spillover effects of the brand equity of partners in symmetric and asymmetric brand alliances.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"116307298","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 : 2018-09-03DOI: 10.1108/JCMARS-07-2018-0002
Bo Wu, Dong-Jin Li, Chu-Bing Zhang
Purpose The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability. Design/methodology/approach The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies. Findings The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability. Research limitations/implications This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion. Originality/value Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.
{"title":"Are benefits of others important? The interaction effect of moral identity and construal level on green consumption","authors":"Bo Wu, Dong-Jin Li, Chu-Bing Zhang","doi":"10.1108/JCMARS-07-2018-0002","DOIUrl":"https://doi.org/10.1108/JCMARS-07-2018-0002","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability.\u0000\u0000\u0000Design/methodology/approach\u0000The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies.\u0000\u0000\u0000Findings\u0000The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability.\u0000\u0000\u0000Research limitations/implications\u0000This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion.\u0000\u0000\u0000Originality/value\u0000Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131115842","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 : 2018-09-03DOI: 10.1108/JCMARS-08-2018-0009
Y. Gong, Wei-yi Hou, Qin Zhang, Shuang Tian
Purpose Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision. Design/methodology/approach The paper uses the event-related potential (ERP) technique and experiment. Findings Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions. Practical implications For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies. Originality/value One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.
{"title":"Discounts or gifts? Not just to save money","authors":"Y. Gong, Wei-yi Hou, Qin Zhang, Shuang Tian","doi":"10.1108/JCMARS-08-2018-0009","DOIUrl":"https://doi.org/10.1108/JCMARS-08-2018-0009","url":null,"abstract":"\u0000Purpose\u0000Decision theory holds that the ambiguity of decision information affects the choices of decision makers, who have the emotion of “ambiguity aversion” when making fuzzy decisions. The purpose of this paper is to explore the neural mechanism how the information ambiguity of different sales promotion strategies influences consumers’ purchasing decision.\u0000\u0000\u0000Design/methodology/approach\u0000The paper uses the event-related potential (ERP) technique and experiment.\u0000\u0000\u0000Findings\u0000Results indicate that the information ambiguity of sales promotion strategies did influence the purchasing decision of consumers, and there were significant differences in the amplitudes of brain wave P2, N2 and P3 when consumers encountered the sales promotions of different types (discounts and gift-giving). This reflects the difference in perceived risk, decision-making conflict and decision-making attitude. It means that compared with discounts, the perceived risk and difficulty increased while the decision-making confidence plunged when consumers were faced with gift-giving promotions. This finding gives an explanation on the neural level why consumers prefer discounts, rather gift-giving sales promotions.\u0000\u0000\u0000Practical implications\u0000For the merchants to promote commodities online, it is suggested that the actual benefit from the sales promotion should be specified to reduce the ambiguity of sales promotion information. As the neuromarketing develops, merchants have obtained more effective approaches to study marketing strategies.\u0000\u0000\u0000Originality/value\u0000One of the theoretical contributions this paper made is that the authors innovatively explored the consumer’s preference to online sales promotion strategies from the perspective of fuzzy decision. Second, the authors adopted the ERP technique to study the influence of the ambiguity of sales promotion information on the consumer’s purchasing behaviors. Third, this study provides an explanation for why consumers prefer the sales promotion type of discounts according to the neural mechanism of decision making.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131190678","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 : 2018-09-03DOI: 10.1108/JCMARS-08-2018-0010
Weiling Ye, Rong Huang, Zijing Zhang
Purpose Commodity display is an important cue for consumers’ prediction of the goods they purchase. Then why does a neat display (compared to a messy one) usually result in better product evaluation? This paper aims to discuss this issue. Design/methodology/approach By conducting three lab experiments, the authors proved the existence of “the pictorial effect.” In Study 1, the authors used Chinese knots as the material. Chinese knots are commonly used in decoration; therefore, their appearance is of high importance. The authors set a scenario of purchasing Chinese knots to dismantle for teaching how to knot, thus manipulating the importance of appearance into lower condition. The authors measured subjects’ attitude to display picture and product quality evaluation and examine the existence of “the pictorial effect.” In Study 2, the authors changed material to a functional product in daily life – playing cards. The authors used different usage scenarios to manipulate the importance of the playing cards’ appearance (high vs low). For the low importance group, the scenario is playing poker in a dormitory at the weekend; for the high importance group, the scenario is using playing cards to make a hat for a party. The authors add measurements of consumers’ perception of the popularity of product. Study 2 consolidates the conclusion of Study 1 and excludes the popularity inference effect. In Study 3, the authors used a comb as the material, thus manipulating the importance of product appearance through the different instructions on the comb’s packaging (focus on healthy function vs focus on hair appearance enhancement). Study 3 repeated the conclusion in Study 1 and Study 2, and proved the existence of a “display pictorial effect” by showing the main effect, mediation and moderating effect as well. Findings Current research brings forward the existence and conditions of “the pictorial effect,” i.e. when the goods are neatly displayed (relative to messily), the consumer’s attitude toward the display becomes more positive, hence leading to a higher product evaluation, and the consumer’s attitudes toward the display fully mediate “the pictorial effect”. However, “the pictorial effect” does not always occur; for the importance of the product, appearance plays a moderator role in the effect. If the consumer thinks the product appearance is not important, “the pictorial effect” could not be observed, which means there is no difference in product evaluation between messy and neat display of the commodity, and only when the product appearance is important, does the pictorial effect occur. Research limitations/implications The authors have noticed that display is part of the retail environment; therefore, research on how an environment affects human behavior may be valuable to reference. For example, for the experiment designs, especially Study 2, the authors asked participants to imagine making a hat using playing cards, which is a very creative task. I
{"title":"Pictorial effect in product layout","authors":"Weiling Ye, Rong Huang, Zijing Zhang","doi":"10.1108/JCMARS-08-2018-0010","DOIUrl":"https://doi.org/10.1108/JCMARS-08-2018-0010","url":null,"abstract":"\u0000Purpose\u0000Commodity display is an important cue for consumers’ prediction of the goods they purchase. Then why does a neat display (compared to a messy one) usually result in better product evaluation? This paper aims to discuss this issue.\u0000\u0000\u0000Design/methodology/approach\u0000By conducting three lab experiments, the authors proved the existence of “the pictorial effect.” In Study 1, the authors used Chinese knots as the material. Chinese knots are commonly used in decoration; therefore, their appearance is of high importance. The authors set a scenario of purchasing Chinese knots to dismantle for teaching how to knot, thus manipulating the importance of appearance into lower condition. The authors measured subjects’ attitude to display picture and product quality evaluation and examine the existence of “the pictorial effect.” In Study 2, the authors changed material to a functional product in daily life – playing cards. The authors used different usage scenarios to manipulate the importance of the playing cards’ appearance (high vs low). For the low importance group, the scenario is playing poker in a dormitory at the weekend; for the high importance group, the scenario is using playing cards to make a hat for a party. The authors add measurements of consumers’ perception of the popularity of product. Study 2 consolidates the conclusion of Study 1 and excludes the popularity inference effect. In Study 3, the authors used a comb as the material, thus manipulating the importance of product appearance through the different instructions on the comb’s packaging (focus on healthy function vs focus on hair appearance enhancement). Study 3 repeated the conclusion in Study 1 and Study 2, and proved the existence of a “display pictorial effect” by showing the main effect, mediation and moderating effect as well.\u0000\u0000\u0000Findings\u0000Current research brings forward the existence and conditions of “the pictorial effect,” i.e. when the goods are neatly displayed (relative to messily), the consumer’s attitude toward the display becomes more positive, hence leading to a higher product evaluation, and the consumer’s attitudes toward the display fully mediate “the pictorial effect”. However, “the pictorial effect” does not always occur; for the importance of the product, appearance plays a moderator role in the effect. If the consumer thinks the product appearance is not important, “the pictorial effect” could not be observed, which means there is no difference in product evaluation between messy and neat display of the commodity, and only when the product appearance is important, does the pictorial effect occur.\u0000\u0000\u0000Research limitations/implications\u0000The authors have noticed that display is part of the retail environment; therefore, research on how an environment affects human behavior may be valuable to reference. For example, for the experiment designs, especially Study 2, the authors asked participants to imagine making a hat using playing cards, which is a very creative task. I","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134628455","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 : 2018-09-03DOI: 10.1108/JCMARS-07-2018-0005
Yang-hai Zhang, Xuhui Wang, Yingying Shen
PurposeAs the focal point of both academic studies and business practices, the theme strategy of corporate social responsibility (CSR) arouses wide attention. However, extant studies concentrate more on the selection of the theme of CSR activities, such as the fitness between CSR activities and the core business, thus largely neglecting the consistency of the theme. The purpose of this paper is to determine whether the enterprise should adopt a consistent theme strategy or should participate in different social programs, and how do customers response to the lack of studies in different theme-consistent strategies.Design/methodology/approachIn this paper, two progressive experiments are performed. The purpose of study 1 is to examine the influence of theme consistency on consumers’ CSR association and how consumers’ attribution to corporation motivation mediates such impacts. The purpose for study 2 is to examine whether information dissemination channels and cooperation with public organization could affect the influence of theme consistency strategy.FindingsThe significant influences of theme consistency on consumer CSR association was demonstrated, and consumer’s perceived motivation of CSR was found to play the mediation role. Moreover, the moderation effect of the communication channel of CSR information was found to be important to strengthen the influence of the theme-consistent strategy.Originality/valueThis paper not only demonstrates the influence of theme consistency, but also explains how theme consistency influences consumers’ attitude and behavior. It enriches the study on the antecedent variables of consumers’ attribution to corporate motivation.
{"title":"Digging deep? Digging more? A research on the influence of corporate CSR theme consistency strategy","authors":"Yang-hai Zhang, Xuhui Wang, Yingying Shen","doi":"10.1108/JCMARS-07-2018-0005","DOIUrl":"https://doi.org/10.1108/JCMARS-07-2018-0005","url":null,"abstract":"PurposeAs the focal point of both academic studies and business practices, the theme strategy of corporate social responsibility (CSR) arouses wide attention. However, extant studies concentrate more on the selection of the theme of CSR activities, such as the fitness between CSR activities and the core business, thus largely neglecting the consistency of the theme. The purpose of this paper is to determine whether the enterprise should adopt a consistent theme strategy or should participate in different social programs, and how do customers response to the lack of studies in different theme-consistent strategies.Design/methodology/approachIn this paper, two progressive experiments are performed. The purpose of study 1 is to examine the influence of theme consistency on consumers’ CSR association and how consumers’ attribution to corporation motivation mediates such impacts. The purpose for study 2 is to examine whether information dissemination channels and cooperation with public organization could affect the influence of theme consistency strategy.FindingsThe significant influences of theme consistency on consumer CSR association was demonstrated, and consumer’s perceived motivation of CSR was found to play the mediation role. Moreover, the moderation effect of the communication channel of CSR information was found to be important to strengthen the influence of the theme-consistent strategy.Originality/valueThis paper not only demonstrates the influence of theme consistency, but also explains how theme consistency influences consumers’ attitude and behavior. It enriches the study on the antecedent variables of consumers’ attribution to corporate motivation.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128523167","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 : 2018-09-03DOI: 10.1108/JCMARS-08-2018-0008
Xiaoling Guo, Ying-yi Hong
Purpose While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well. Design/methodology/approach The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies. Findings The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other. Practical implications The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced. Originality/value Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.
{"title":"How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity","authors":"Xiaoling Guo, Ying-yi Hong","doi":"10.1108/JCMARS-08-2018-0008","DOIUrl":"https://doi.org/10.1108/JCMARS-08-2018-0008","url":null,"abstract":"\u0000Purpose\u0000While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well.\u0000\u0000\u0000Design/methodology/approach\u0000The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies.\u0000\u0000\u0000Findings\u0000The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other.\u0000\u0000\u0000Practical implications\u0000The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced.\u0000\u0000\u0000Originality/value\u0000Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126552818","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 : 2018-09-03DOI: 10.1108/JCMARS-07-2018-0004
Zhuomin Shi, Lufang Wu, Zaoying Kuang
PurposeThe purpose of this paper is to focus on ecological consumption and test the effect of social value orientation on ecological consumption. What is more, this paper explores how Chinese consumers choose between prosocial and non-prosocial products under the influence of Chinese face culture.Design/methodology/approachThe authors assume that social value orientation will change individual’s ecological consumption through the in-group identification, and simultaneously predict that the influence in pro-self and pro-social consumer groups will vary. Furthermore, Chinese face consciousness will moderate the relationship between ecological consumption and social value orientation. Online research and intercept survey are employed to collect data. In total, 600 questionnaires were distributed.FindingsThe results indicate that pro-social individuals prefer sustainable consumption than pro-self-individuals, and in-group identification mediates the effect of social value orientation on ecological consumption. Interestingly, pro-self-individuals’ behaviors have changed dramatically by the influence of face consciousness.Originality/valueThe authors discovered that social value orientation has a deep impact on ecological consumption through in-group identification. The authors tested and verified the dominance of Chinese face culture. Besides, four key elements of China’s “face” construct are proposed, namely, holism, synergy, synchronicity and dynamics, which enlarge the horizon of the theory of face.
{"title":"How face consciousness reverse pro-self-behavior? A study on ecological consumption from the perspective of social value orientation","authors":"Zhuomin Shi, Lufang Wu, Zaoying Kuang","doi":"10.1108/JCMARS-07-2018-0004","DOIUrl":"https://doi.org/10.1108/JCMARS-07-2018-0004","url":null,"abstract":"PurposeThe purpose of this paper is to focus on ecological consumption and test the effect of social value orientation on ecological consumption. What is more, this paper explores how Chinese consumers choose between prosocial and non-prosocial products under the influence of Chinese face culture.Design/methodology/approachThe authors assume that social value orientation will change individual’s ecological consumption through the in-group identification, and simultaneously predict that the influence in pro-self and pro-social consumer groups will vary. Furthermore, Chinese face consciousness will moderate the relationship between ecological consumption and social value orientation. Online research and intercept survey are employed to collect data. In total, 600 questionnaires were distributed.FindingsThe results indicate that pro-social individuals prefer sustainable consumption than pro-self-individuals, and in-group identification mediates the effect of social value orientation on ecological consumption. Interestingly, pro-self-individuals’ behaviors have changed dramatically by the influence of face consciousness.Originality/valueThe authors discovered that social value orientation has a deep impact on ecological consumption through in-group identification. The authors tested and verified the dominance of Chinese face culture. Besides, four key elements of China’s “face” construct are proposed, namely, holism, synergy, synchronicity and dynamics, which enlarge the horizon of the theory of face.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133476281","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 : 2018-09-03DOI: 10.1108/JCMARS-09-2018-0012
A. Woodside
Purpose The purpose of this paper is to describe how and why to shift away from bad science practices now dominant in research in marketing to good science practices. Design/methodology/approach The essay includes details in theory construction and the use of symmetric tests to illustrate bad science practices. In contrast, the essay includes asymmetric case-based asymmetric theory construction and testing to illustrate good science practices. Findings Researchers in marketing science should not report null hypothesis significance tests. They should report somewhat precise outcome tests, avoid using multiple regression analysis (MRA) and do use Boolean-algebra-based algorithms to predict cases of interest. Research limitations/implications Given the widespread dominance of bad science practices (e.g. MRA and structural equation modeling), the inclusion of both bad and good science practices may be necessary during the transition years of 2015–2025 (e.g. Ordanini et al., 2014). Practical implications Good science practices fit reality much closer than bad science practices. Asymmetric modeling includes recognizing the separate models are necessary for positive vs negative outcomes because the antecedents of each often differ. Originality/value This essay presents details of why and how researchers need to embrace a new research paradigm that is helpful for ending bad science practices that are now dominant in research in marketing.
本文的目的是描述如何以及为什么要从现在在市场营销研究中占主导地位的不良科学实践转向良好的科学实践。设计/方法/方法这篇文章包括理论构建的细节和对称测试的使用来说明不好的科学实践。相反，本文包含了基于非对称案例的非对称理论构建和检验，以说明良好的科学实践。研究结果营销科学的研究者不应该报告零假设显著性检验。他们应该报告一些精确的结果测试，避免使用多元回归分析(MRA)，并使用基于布尔代数的算法来预测感兴趣的病例。考虑到不良科学实践(例如MRA和结构方程模型)的广泛主导地位，在2015-2025年的过渡时期(例如Ordanini et al.， 2014)，可能有必要同时纳入不良和良好的科学实践。实际意义好的科学实践比坏的科学实践更接近现实。非对称建模包括认识到独立的模型对于积极和消极结果是必要的，因为每个模型的前因由通常不同。原创性/价值这篇文章详细介绍了研究人员为什么以及如何需要接受一种新的研究范式，这种范式有助于结束目前在营销研究中占主导地位的不良科学实践。
{"title":"How to move away from using symmetric tests, net effects, and p<0.05","authors":"A. Woodside","doi":"10.1108/JCMARS-09-2018-0012","DOIUrl":"https://doi.org/10.1108/JCMARS-09-2018-0012","url":null,"abstract":"\u0000Purpose\u0000The purpose of this paper is to describe how and why to shift away from bad science practices now dominant in research in marketing to good science practices.\u0000\u0000\u0000Design/methodology/approach\u0000The essay includes details in theory construction and the use of symmetric tests to illustrate bad science practices. In contrast, the essay includes asymmetric case-based asymmetric theory construction and testing to illustrate good science practices.\u0000\u0000\u0000Findings\u0000Researchers in marketing science should not report null hypothesis significance tests. They should report somewhat precise outcome tests, avoid using multiple regression analysis (MRA) and do use Boolean-algebra-based algorithms to predict cases of interest.\u0000\u0000\u0000Research limitations/implications\u0000Given the widespread dominance of bad science practices (e.g. MRA and structural equation modeling), the inclusion of both bad and good science practices may be necessary during the transition years of 2015–2025 (e.g. Ordanini et al., 2014).\u0000\u0000\u0000Practical implications\u0000Good science practices fit reality much closer than bad science practices. Asymmetric modeling includes recognizing the separate models are necessary for positive vs negative outcomes because the antecedents of each often differ.\u0000\u0000\u0000Originality/value\u0000This essay presents details of why and how researchers need to embrace a new research paradigm that is helpful for ending bad science practices that are now dominant in research in marketing.\u0000","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"130903579","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 : 2018-09-03DOI: 10.1108/JCMARS-08-2018-0006
Peng-peng Yao, Xinxin Wang
PurposeNowadays, many weak brands have acquired strong international brands to accelerate their internationalization. However, “the weakers acquire the strongers” model of M&A leads to many consumers’ loss. The purpose of this paper is to explore the relationships between the brand strategy after the M&A, brand authenticity and consumer purchase intention through two experiments.Design/methodology/approachBuilding on an extensive literature review, the authors identify four hypotheses. Hypotheses were tested on data collected across 190 Chinese consumers.FindingsThe results show that the decline of consumer purchase intention was mainly caused by the falling consumer assesses on brand authenticity; the different post-merger brand strategies have significant difference on brand authenticity and consumer purchase intention, and self-brand connection played a moderate role between brand authenticity and consumer purchase intention.Originality/valueThe research reveals the reasons for consumer loss after mergers and acquisitions and provides empirical insights into how post-merger brand strategies can be manifested to convey brand authenticity as well as to build consumers’ purchase intention. In addition, the findings confirm the role of self-brand connection.
{"title":"Research on the relationship of the weaker enterprises post-merger brand strategy and consumers’ purchase intention","authors":"Peng-peng Yao, Xinxin Wang","doi":"10.1108/JCMARS-08-2018-0006","DOIUrl":"https://doi.org/10.1108/JCMARS-08-2018-0006","url":null,"abstract":"PurposeNowadays, many weak brands have acquired strong international brands to accelerate their internationalization. However, “the weakers acquire the strongers” model of M&A leads to many consumers’ loss. The purpose of this paper is to explore the relationships between the brand strategy after the M&A, brand authenticity and consumer purchase intention through two experiments.Design/methodology/approachBuilding on an extensive literature review, the authors identify four hypotheses. Hypotheses were tested on data collected across 190 Chinese consumers.FindingsThe results show that the decline of consumer purchase intention was mainly caused by the falling consumer assesses on brand authenticity; the different post-merger brand strategies have significant difference on brand authenticity and consumer purchase intention, and self-brand connection played a moderate role between brand authenticity and consumer purchase intention.Originality/valueThe research reveals the reasons for consumer loss after mergers and acquisitions and provides empirical insights into how post-merger brand strategies can be manifested to convey brand authenticity as well as to build consumers’ purchase intention. In addition, the findings confirm the role of self-brand connection.","PeriodicalId":333619,"journal":{"name":"Journal of Contemporary Marketing Science","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2018-09-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114027751","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}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：