Pub Date : 2021-05-24DOI: 10.1080/21639159.2021.1885302
Abou Bakar, Hiba Khan, Noor Hazarina Hashim, Richard Lee
ABSTRACT Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pre-test that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to self-identity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.
{"title":"The strange bedfellows of packaging cues and religiosity","authors":"Abou Bakar, Hiba Khan, Noor Hazarina Hashim, Richard Lee","doi":"10.1080/21639159.2021.1885302","DOIUrl":"https://doi.org/10.1080/21639159.2021.1885302","url":null,"abstract":"ABSTRACT Packaging is an important marketing communication tool to shape consumers’ product perceptions and choice decisions. Religion also has a role in influencing consumer behavior. This study melds research into marketing communication and religiosity to examine how the presence of religious symbols on product packaging may influence product evaluation and choice decisions. Following a pre-test that identifies symbols associated with Islam, Muslim respondents (n = 96) complete a discrete choice experiment of 2 product (food, non-food) x 2 price level (high, low) x 2 religious symbol (with symbol, without symbol). Across both products, the presence of a religious symbol positively cues product ratings and choice preference. Drawing on symbolic interactionist theory and social distinctiveness theory, the findings suggest that the presence of the religious symbols provides Muslim consumers with a mean to self-identity and to portray the identity to others. As Islam also governs Muslims’ behavior as consumers, marketers should harness the efficacy of religious symbols to develop effective marketing communication strategies, particularly packaging, to target these consumers.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-05-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1885302","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42357192","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 : 2021-05-20DOI: 10.1080/21639159.2021.1914128
Shohei Takamatsu
ABSTRACT This study explored the relationship between sponsorship objectives and sport team reputation from the perspective of companies. Our data were based on a questionnaire sent to sponsors of Victorina Himeji, which is a professional women’s volleyball club in Japan. One hundred ninety-four companies completed a survey about sponsorship objectives, sport team reputation, and sponsorship satisfaction. We conducted factor analysis, cluster analysis, t-test, and a two-way analysis of variance to examine the research questions. The results demonstrated that sponsorship objectives were composed of three factors (marketing objectives, corporate objectives, and team involvement). They were classified into a “highly valued” cluster and a “lowly valued” cluster. The t-test showed that the “highly valued” cluster was significantly higher than the “lowly valued” cluster in all variables except for spectator-orientation. Furthermore, comparing sport team reputation of each cluster with sponsorship satisfaction showed that the more satisfied the sponsorship of both clusters, the higher the sport team reputation. This study concludes that sponsorship objectives are important for both sponsors and sport teams.
{"title":"The relationship between sponsorship objectives and sport team reputation among sponsor companies: An exploratory study focusing on sponsors of a Japanese professional women’s volleyball club","authors":"Shohei Takamatsu","doi":"10.1080/21639159.2021.1914128","DOIUrl":"https://doi.org/10.1080/21639159.2021.1914128","url":null,"abstract":"ABSTRACT This study explored the relationship between sponsorship objectives and sport team reputation from the perspective of companies. Our data were based on a questionnaire sent to sponsors of Victorina Himeji, which is a professional women’s volleyball club in Japan. One hundred ninety-four companies completed a survey about sponsorship objectives, sport team reputation, and sponsorship satisfaction. We conducted factor analysis, cluster analysis, t-test, and a two-way analysis of variance to examine the research questions. The results demonstrated that sponsorship objectives were composed of three factors (marketing objectives, corporate objectives, and team involvement). They were classified into a “highly valued” cluster and a “lowly valued” cluster. The t-test showed that the “highly valued” cluster was significantly higher than the “lowly valued” cluster in all variables except for spectator-orientation. Furthermore, comparing sport team reputation of each cluster with sponsorship satisfaction showed that the more satisfied the sponsorship of both clusters, the higher the sport team reputation. This study concludes that sponsorship objectives are important for both sponsors and sport teams.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2021.1914128","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44978596","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 : 2021-04-03DOI: 10.1080/21639159.2020.1785917
D. Arnett, M. Dass, Kshitij Bhoumik
ABSTRACT Understanding market structure is central to firms’ success. It helps organizations understand competition and in turn develop strategies to improve performance. The market structure literature is traditionally driven by three schools of thoughts, supply-side competition, demand-side competition, and target market-based competition. However, researchers are developing more intricate models of market structures, which are inspired by the ecosystem concept and are supported by network analysis techniques. In this article, we present new insights regarding market structures based on an ecosystem metaphor approach. In particular, we propose that a market structure can be classified using six ecosystem-based relationships (mutualism, commensalism, neutralism, amensalism, parasitism, and competition), which are based on how the sales of a market offering affects the sales of other offerings in the same ecosystem. Based on these relationships, we examine these relationships in detail and provide proposals for future research.
{"title":"Re-examining market structures: Resource-Advantage theory and the market offering ecosystem perspective","authors":"D. Arnett, M. Dass, Kshitij Bhoumik","doi":"10.1080/21639159.2020.1785917","DOIUrl":"https://doi.org/10.1080/21639159.2020.1785917","url":null,"abstract":"ABSTRACT Understanding market structure is central to firms’ success. It helps organizations understand competition and in turn develop strategies to improve performance. The market structure literature is traditionally driven by three schools of thoughts, supply-side competition, demand-side competition, and target market-based competition. However, researchers are developing more intricate models of market structures, which are inspired by the ecosystem concept and are supported by network analysis techniques. In this article, we present new insights regarding market structures based on an ecosystem metaphor approach. In particular, we propose that a market structure can be classified using six ecosystem-based relationships (mutualism, commensalism, neutralism, amensalism, parasitism, and competition), which are based on how the sales of a market offering affects the sales of other offerings in the same ecosystem. Based on these relationships, we examine these relationships in detail and provide proposals for future research.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1785917","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42308433","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 : 2021-04-03DOI: 10.1080/21639159.2020.1785915
S. Hunt
ABSTRACT This article (1) explores the nature and origins of “high impact” (i.e., highly cited) articles in marketing, (2) argues that a major factor is that highly cited articles frequently are the result of their authors’ executing time-consuming, research programs, rather than simply working on individual articles that appear to be immediately publishable, (3) develops a “six-stage model” of programmatic research, and (4) illustrates the six-stage model by means of the author’s “marketing theory” research program.
{"title":"The nature and origins of impactful research in marketing","authors":"S. Hunt","doi":"10.1080/21639159.2020.1785915","DOIUrl":"https://doi.org/10.1080/21639159.2020.1785915","url":null,"abstract":"ABSTRACT This article (1) explores the nature and origins of “high impact” (i.e., highly cited) articles in marketing, (2) argues that a major factor is that highly cited articles frequently are the result of their authors’ executing time-consuming, research programs, rather than simply working on individual articles that appear to be immediately publishable, (3) develops a “six-stage model” of programmatic research, and (4) illustrates the six-stage model by means of the author’s “marketing theory” research program.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1785915","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42532041","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 : 2021-04-03DOI: 10.1080/21639159.2020.1785913
Rajan Varadarajan
ABSTRACT Dr. Shelby D. Hunt is a world-renowned marketing scholar and thought leader. Over the course of his first five decades of distinguished and illustrious academic journey, he has made numerous seminal contributions to the advancement of marketing thought and practice. Hunt’s scholarly contributions have been greatly influential in shaping the content and body of knowledge in a number of substantive areas in marketing including macromarketing, marketing channels, marketing ethics, marketing theory and strategic marketing. This tribute article provides a retrospective and perspective on five of Hunt’s seminal pieces (one from each of the first five decades of Hunt’s illustrious academic journey) that have had a lasting impact on my research and teaching and undoubtedly on those of countless other marketing academics worldwide.
Shelby D. Hunt博士是世界知名的市场营销学者和思想领袖。在他前五十年杰出的学术生涯中，他为市场营销思想和实践的进步做出了许多开创性的贡献。亨特的学术贡献对塑造营销的内容和知识体系产生了巨大的影响，这些领域包括宏观营销、营销渠道、营销伦理、营销理论和战略营销。这篇致敬文章提供了对亨特的五篇开创性文章的回顾和观点(每一篇来自亨特辉煌的学术之旅的前五十年)，这些文章对我的研究和教学产生了持久的影响，毫无疑问对世界上无数其他营销学者也产生了影响。
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Pub Date : 2021-04-03DOI: 10.1080/21639159.2020.1785919
Pelin Bicen
ABSTRACT The article highlights Dr. Shelby Hunt’s major contribution to the interminable discussions in the field of competition in general, and most specifically in the role of institutions and public policy promoting productivity and economic growth. The article specifically focuses on Hunt’s legacy, Resource-Advantage Theory of Competition, and its core concepts to guide our understanding in one of the most heated debates in the international trade discussions: Geographical Indications (GI) and their impact on the competitive nature of global trade. Geographical Indications (GI) are collective intellectual property (IP) rights for agri-food products that highlight the unique tie between the quality of the GI product and the territory where it is produced and/or processed. This tie encompasses both physical (i.e. soil, climate, local variety and breed) and human-related factors (i.e. local know-how, specific skills, historical traces). The heated debate regarding the nature and scope of GIs policies and whether these policies foster or hinder competition takes considerable attention in global trade agreements. Founding my arguments on Hunt’s Resource-Advantage theory, a dynamic theory of competition, I argue that GIs policies are pro-competition and provide the agrifood producers with productivity tools and, thereby, have the potential to foster regional economic growth and prosperity.
{"title":"Shelby D. Hunt’s legacy, the R-A theory of competition, and its perspective on the geographical indications (GIs) debate","authors":"Pelin Bicen","doi":"10.1080/21639159.2020.1785919","DOIUrl":"https://doi.org/10.1080/21639159.2020.1785919","url":null,"abstract":"ABSTRACT The article highlights Dr. Shelby Hunt’s major contribution to the interminable discussions in the field of competition in general, and most specifically in the role of institutions and public policy promoting productivity and economic growth. The article specifically focuses on Hunt’s legacy, Resource-Advantage Theory of Competition, and its core concepts to guide our understanding in one of the most heated debates in the international trade discussions: Geographical Indications (GI) and their impact on the competitive nature of global trade. Geographical Indications (GI) are collective intellectual property (IP) rights for agri-food products that highlight the unique tie between the quality of the GI product and the territory where it is produced and/or processed. This tie encompasses both physical (i.e. soil, climate, local variety and breed) and human-related factors (i.e. local know-how, specific skills, historical traces). The heated debate regarding the nature and scope of GIs policies and whether these policies foster or hinder competition takes considerable attention in global trade agreements. Founding my arguments on Hunt’s Resource-Advantage theory, a dynamic theory of competition, I argue that GIs policies are pro-competition and provide the agrifood producers with productivity tools and, thereby, have the potential to foster regional economic growth and prosperity.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1785919","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47912821","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 : 2021-04-03DOI: 10.1080/21639159.2020.1785920
Scott J. Vitell
ABSTRACT This article is a rendering of the contributions of a Marketing Legend, Shelby D. Hunt, in the field of macromarketing in general, and most specifically in the marketing ethics area. The article highlights the major contributions of Dr. Hunt in these areas, and also traces his role as one of the early founders in both fields while even still continuing to publish in both (roughly four decades later) up to the very present.
本文是对营销传奇Shelby D. Hunt在宏观营销领域，特别是营销伦理领域的贡献的渲染。这篇文章强调了Hunt博士在这些领域的主要贡献，并追溯了他作为这两个领域的早期创始人之一的角色，并且直到现在(大约四十年后)仍然在这两个领域发表文章。
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Pub Date : 2021-04-03DOI: 10.1080/21639159.2020.1785918
O. Ferrell, L. Ferrell
ABSTRACT The Hunt-Vitell (H-V) model of marketing ethics has been validated over the last 30 years. The model explains how people make ethical decisions. Artificial intelligence (AI), involving machine learning, is replacing humans and making decisions based on algorithms or rules developed by programmers. The challenge is how to program the ethical component of AI decisions normally provided by humans. H-V is a descriptive model that can be applied to making AI ethical decisions. A blueprint and revised H-V model is developed as a guide to implementing AI ethics.
{"title":"Applying the Hunt Vitell ethics model to artificial intelligence ethics","authors":"O. Ferrell, L. Ferrell","doi":"10.1080/21639159.2020.1785918","DOIUrl":"https://doi.org/10.1080/21639159.2020.1785918","url":null,"abstract":"ABSTRACT The Hunt-Vitell (H-V) model of marketing ethics has been validated over the last 30 years. The model explains how people make ethical decisions. Artificial intelligence (AI), involving machine learning, is replacing humans and making decisions based on algorithms or rules developed by programmers. The challenge is how to program the ethical component of AI decisions normally provided by humans. H-V is a descriptive model that can be applied to making AI ethical decisions. A blueprint and revised H-V model is developed as a guide to implementing AI ethics.","PeriodicalId":45711,"journal":{"name":"Journal of Global Scholars of Marketing Science","volume":null,"pages":null},"PeriodicalIF":1.6,"publicationDate":"2021-04-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/21639159.2020.1785918","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47653773","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 : 2021-04-03DOI: 10.1080/21639159.2020.1785921
Sreedhar Madhavaram
ABSTRACT This issue of the Journal of Global Scholars of Marketing Science (JGSMS) is a tribute to the contributions of Shelby D. Hunt to the marketing discipline. There are nine contributions by – Dennis B. Arnett, Vishag Badrinrayanan, Kshitij Bhoumik, Pelin Bicen, Mayukh Dass, Linda Ferrell, O.C. Ferrell, Shelby D. Hunt, Sreedhar Madhavaram, Heejung Park, Mark Peterson, Rajan Vardarajan, and Scott J. Vitell – that not only pay homage to Professor Hunt’s significant contributions, but also make original contributions that can potentially take the marketing discipline forward. Collectively, the contributions from the special issue are unequivocal on the significance of Professor Hunt’s contributions to the marketing discipline with reference to: (i) theory development in marketing, (ii) programmatic research on marketing theory, marketings’ philosophy debates, channels of distribution, macromarketing and ethics, relationship marketing, resource-advantage theory, and marketing management and strategy, (iii) impact on the marketing discipline, (iv) implications for marketing scholarship, pedagogy, and practice, and (v) advancing the marketing discipline. In conclusion, on the foundations of Professor Hunt’s contributions to research on marketing theory, marketing strategy, marketing ethics, macromarketing, resource-advantage theory of competition, and channels of distribution, compelling opportunities are abound for marketing scholarship.
本期《全球营销科学学者杂志》(JGSMS)是对Shelby D. Hunt对营销学科的贡献的致敬。Dennis B. Arnett, Vishag Badrinrayanan, Kshitij Bhoumik, Pelin Bicen, Mayukh Dass, Linda Ferrell, O.C. Ferrell, Shelby D. Hunt, Sreedhar Madhavaram, Heejung Park, Mark Peterson, Rajan Vardarajan和Scott J. Vitell的九位贡献不仅向Hunt教授的重大贡献致敬，而且还做出了可能推动营销学科向前发展的原创贡献。总的来说，特刊的贡献明确表明了亨特教授对市场营销学科的贡献，涉及:(i)营销理论的发展，(ii)营销理论的程序化研究，营销哲学辩论，分销渠道，宏观营销和伦理，关系营销，资源优势理论，营销管理和战略，(iii)对营销学科的影响，(iv)对营销学术，教育学和实践的影响，(v)推进营销学科。综上所述，基于Hunt教授在营销理论、营销策略、营销伦理、宏观营销、竞争的资源优势理论和分销渠道等方面的研究贡献，市场营销学术领域有大量令人信服的机会。
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Pub Date : 2021-04-03DOI: 10.1080/21639159.2020.1785914
M. Peterson, Heejung Park
ABSTRACT To a new generation of marketing scholars, Shelby Hunt might be identified with Resource-Advantage (RA) Theory, marketing theory books, or philosophy of science debates from the 1980s. This article intends to put Hunt’s publishing efforts into a richer perspective for the reader. The outcome of Hunt’s works has strengthened the marketing discipline and allowed it to avoid being taken over by neighboring disciplines in business academia, such as management. The article first offers an overview of Hunt’s works and what characterizes his body of work that should matter to marketing scholars. This article then focuses on some of Hunt’s macromarketing and ethics contributions to highlight how his work in these areas has boosted the efforts of other scholars in the process of knowledge creation. The article closes with some thoughts on future research possibilities within the marketing discipline that are now warranted.
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