Journal of Marketing Analytics最新文献

This study explores the effects of perceived situational factors (cost, time, and effort) related to plastic packaging waste recycling behavior. It also examines the mediating role of environmental attitudes in this relationship. An online questionnaire-based survey administered to a pan-Canadian sample of 1000 respondents reveals that from an aggregate perspective, perceived situational factors positively and directly impact environmental attitudes and plastic packaging waste recycling. Because environmental attitude is also positively related to plastic recycling, environmental attitudes partially mediate the link between perceived situational factors and plastic recycling. From a piecemeal perspective, the perception of a higher degree of inexpensiveness, fastness, and effortlessness directly affects environmental attitudes and plastic packaging waste recycling. Hence, environmental attitude partially mediates the effect of consumers' perceived situational factors and explains their impact on plastic packaging waste recycling.

For retailers and suppliers, keeping track of distribution velocity, which refers to the market-share gains per additional point of distribution, is important to assess the performance of their products in a market. Common distribution-velocity models use distribution-breadth metrics. However, distribution-breadth metrics lack the variability needed to meaningfully differentiate competing brands. This article presents a new approach for modeling distribution-velocity using weighted total distribution, which combines distribution-breadth and distribution-depth. Using retail scanner data from the U.S. market covering a total of 1682 brands in 12,049 stores across five channel types, we propose total-distribution models that are easier to specify, better reveal the differences in distribution between brands, and thus improve competitive benchmarking. This novel modeling approach based on total distribution serves as a pivotal contribution by providing an effective analytical tool for competitive benchmarking in diverse market environments. It allows brands to increase their market-share by spending on a fair share of total distribution. These findings highlight the usefulness of a total-distribution metric as a measure of competitive distribution coverage to support product-portfolio and category-management decisions.

Japanese consumers have always been placed as one of the most highly loyal consumers in the world who are committed to purchasing certain brands for products in many different industries, such as automobiles, luxury goods, and electronics, to name a few. However in recent years, there is evidence to suggest that brand commitment in Japan is decreasing. In this study, we collected data from consumers in 2018 and again in 2023 using the same instrument to ascertain the change in brand commitment as a predecessor of consumer satisfaction, loyalty, and habit and ultimately their impacts on continuance behavior in using mobile wallet applications. We did not find the relationship between satisfaction and continuance intention to be significant in the 2023 model, unlike earlier. The results of this 5-year study comparison revealed that brand commitment was found to be a predecessor construct to both Japanese consumer satisfaction and habit across the years. It was also found that loyalty mediated the relationship between both habit and consumer satisfaction with continuance intention of mobile wallet applications usage. In summary, we found that brand commitment was significant in its relationship to satisfaction, loyalty and habit both in the 2018 and 2023 studies. This indicates a sustained and strong level of brand commitment in the mobile applications context by Japanese consumers. With this research, the knowledge on the well-known constructs of brand commitment, consumer satisfaction, loyalty, habit, and continuance intention have been extended in the area of mobile wallet applications. The findings provide up-to-date insights that have high relevance and important managerial implications in the international marketing research context beyond Japan.

In recent years, changes in customer–brand relationships have represented a major challenge for branding research. This study explores how the dimensions of perceived customer value influence brand love, by examining significant effects on the outcomes of brand love and the moderating effect of the consumer’s generational cohort. The quantitative study uses a questionnaire survey to collect data from 279 TV streaming service subscribers, which is analysed with the PLS-SEM methodology. Results show that the hedonic dimensions of perceived customer value have a significant positive effect on brand love, while the more utilitarian dimensions lack a significant effect. Furthermore, brand love plays a significant role in building brand experience, but not for switching intention. Moreover, for millennial consumers, brand love has a significantly higher impact on switching intention than for Generation Z consumers. This study contributes by testing the dimensions of the perceived customer value model in building brand love in the streaming TV context. In addition, this study is one of the few to compare differences between millennials and Gen Z consumers in relation to brand love and its outcomes.

Recent research on partial least squares structural equation modeling (PLS–SEM) extended the classic importance–performance map analysis (IPMA) by taking the results of a necessary condition analysis (NCA) into consideration. By also highlighting necessary conditions, the combined importance–performance map analysis (cIPMA) offers a tool that enables better prioritization of management actions to improve a key target construct. In this article, we showcase a cIPMA’s main steps when using the SmartPLS 4 software. Our illustration draws on the technology acceptance model (TAM) used in the cIPMA’s original publication, which features prominently in business research.

In modern competitive business environments, mastering and improving customer experience is crucial for organizations to distinguish themselves and secure market advantage. Thus, this article introduces the D³HDRS framework, an innovative seven-stage hierarchical clustering approach designed to quantitatively analyze customer experience feedback arranged in multiple dimensions, such as emotions and brand interactions, to build detailed persona profiles for strategic customer experience management (CXM). The D³HDRS framework systematically progresses through the stages of data processing, descriptive statistical analysis, dimensional analysis, hierarchical clustering, dendrogram review, radar chart visualization, and segment profiling with customer generalization to dissect and classify customer experiences for CXM operations. This research presents an exemplary application of the method within a telecom service provider in Colombia, an emerging market; by leveraging data from 106 customers, we ultimately denote six unique customer segment profiles with their specific features and attributes. The study showcases the D³HDRS framework's effectiveness in delivering nuanced customer insights that facilitate the development of marketing strategies targeted to each customer profile. By detailing the case study in an emerging market context, our findings underscore the framework’s versatility and potential for broader industry implementation, providing a strategic tool for organizations aiming to refine CXM strategies.

In this research, the authors conduct a psychographic segmentation analysis within the Canadian banking context to identify segments at risk of marginalization during the digital banking transition. Utilizing a survey, the authors reveal three distinct consumer groups—visionaries, skeptics, and conservatives—each defined by unique psychographic traits influencing their digital banking engagement. Our findings provide actionable insights for bank marketers, enabling them to develop targeted strategies that address these vulnerable segments’ specific needs, promoting inclusivity and enhancing customer loyalty. By shifting the focus from solely demographic and socioeconomic factors to psychographic attributes, this study offers a deeper understanding of the barriers consumers face in adopting digital banking solutions. This research enriches the marketing analytics literature by emphasizing the crucial role of psychographic segmentation in understanding consumer behaviour, particularly within the digital banking landscape. It assists marketers in navigating evolving market dynamics, adapting to changing conditions, and responding effectively to new competitors, ensuring that no consumer is left behind in the digital transformation of banking services in Canada.

This study assessed airport service quality by conducting importance-performance analysis (IPA) of user-generated content and examining the usefulness of a priori segmentation in the airport industry. The data were drawn from 35,138 Web reviews of airports worldwide shared online via the Skytrax website. Importance ratings were derived using the indirect method based on an artificial neural network. The results reveal that the most important attributes are staff and queuing time. The findings also include that service quality attributes’ importance and priority areas needing improvement vary according to traveler type, airport experience category, and region of origin. This study produced valuable insights into how airports can use IPA to leverage their passengers’ online reviews in order to enhance service quality and address customer heterogeneity.

Environmental and market factors play an essential role in shaping the evaluation of the strategy and performance of organizations as well as moderating these relationships. This study examines how the effectiveness of different marketing actions changes in the passenger car industry by considering brand-based data during economic contraction, which most countries experience, especially during and after the COVID-19 era. Different marketing activities’ effectiveness means examining each action’s impact on performance. Performance is measured by sales volume and market share through quarterly data between 2010 and 2018, while advertising, pricing, and distribution are considered marketing actions in this study. The model is estimated using the fixed effect panel estimated generalized least square. The results support that price competitiveness and investing in advertising, including social media during recessions, are two critical factors enhancing performance through sales volume in the car segment covered in the study. In addition, distribution intensity positively influences the sales volume of each car brand and model, while this effect does not change during the recession. In the case of performance measurement through market share, the total impact of advertising expense on performance during a downturn is found to be zero in contrast to the sales volume-based analysis. The price-related result is found to be in a similar direction, while distribution hurts performance during economic contraction. Unlike most studies in the literature, the study offers the opportunity to discuss the impact of economic contradiction, both in an understudied industry and in a sub-sector/segment where competition and sales are intense.

In 2007, the European Commission introduced the term “dual career” (DC) to indicate the specific challenges elite sportspersons face in combining a sports career with a work career. Considering that companies are encouraged to have a social role through their Corporate Social Responsibility (CSR), the implementation of DC could contribute to the advancement of the European DC discourse through internal strategies that are aligned with the communicated CSR-based external image. Thus, the present study aims at understanding employees-sportspersons’ perceptions and their potential contributions to the value of the brand they work for. Starting from a knowledge base of 22 in-depth interviews administered to a sample of athletes and coaches from eight different European countries, a content analysis has been conducted using the hermeneutic approach and qualitative datamining through a CAQDAS tool (T-Lab). Results show that employee-sportspersons possess specific capabilities, such as time management and teamworking, which could significantly contribute to the brand value. However, these capabilities are not sufficiently recognized by the employer brand, showing a misalignment between the promised brand social commitments and the actual delivery of such promises, thereby undermining the authenticity of the brand’s social-driven aims and the overall authenticity of the brand’s CSR-based commitments.