Pub Date : 2023-05-27DOI: 10.1080/08961530.2022.2092925
S. Rotchanakitumnuai, M. Speece
Abstract Highly interactive social media brand pages depend on knowledge sharing (KS) within the virtual brand community (VBC). Relationship quality (RQ) is important for fostering KS, but research on how this works in the rapidly evolving context of VBC is still somewhat limited. Much RQ research aggregates RQ components into a reflective second order factor, but disaggregating them allows for better assessment of how RQ works. An online survey among Thai users of Facebook brand pages confirms four components of RQ, including trust in providers and users, conflict, satisfaction, and commitment. Trust positively affects satisfaction and commitment. Conflict reduces satisfaction but does not have a direct impact on commitment, likely because the overall level of conflict was not very high. Satisfaction and commitment both have direct effects on KS, but both trust and conflict are fully mediated by these two RQ sub-dimensions.
{"title":"How Relationship Quality Drives Knowledge Sharing on Facebook Brand Pages","authors":"S. Rotchanakitumnuai, M. Speece","doi":"10.1080/08961530.2022.2092925","DOIUrl":"https://doi.org/10.1080/08961530.2022.2092925","url":null,"abstract":"Abstract Highly interactive social media brand pages depend on knowledge sharing (KS) within the virtual brand community (VBC). Relationship quality (RQ) is important for fostering KS, but research on how this works in the rapidly evolving context of VBC is still somewhat limited. Much RQ research aggregates RQ components into a reflective second order factor, but disaggregating them allows for better assessment of how RQ works. An online survey among Thai users of Facebook brand pages confirms four components of RQ, including trust in providers and users, conflict, satisfaction, and commitment. Trust positively affects satisfaction and commitment. Conflict reduces satisfaction but does not have a direct impact on commitment, likely because the overall level of conflict was not very high. Satisfaction and commitment both have direct effects on KS, but both trust and conflict are fully mediated by these two RQ sub-dimensions.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"276 - 295"},"PeriodicalIF":3.3,"publicationDate":"2023-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44076830","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 : 2023-05-08DOI: 10.1080/08961530.2023.2200222
Elisabeth Mora, I. Küster, N. Vila
{"title":"Is Cause-Related Marketing all the Same for Different Cultures?","authors":"Elisabeth Mora, I. Küster, N. Vila","doi":"10.1080/08961530.2023.2200222","DOIUrl":"https://doi.org/10.1080/08961530.2023.2200222","url":null,"abstract":"","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-05-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45955740","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 : 2023-04-07DOI: 10.1080/08961530.2023.2195692
Subarna Nandy, Neena Sondhi, Himanshu Joshi
{"title":"Socio-Demographic and Loyalty Assessment of Brand Proud Consumers: A Segmentation Study","authors":"Subarna Nandy, Neena Sondhi, Himanshu Joshi","doi":"10.1080/08961530.2023.2195692","DOIUrl":"https://doi.org/10.1080/08961530.2023.2195692","url":null,"abstract":"","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-04-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46053444","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 : 2023-03-27DOI: 10.1080/08961530.2023.2192537
A. Nazarian, M. Shabankareh, Alireza Ranjbaran, Narges Sadeghilar, P. Atkinson
{"title":"Determinants of Intention to Revisit in Hospitality Industry: A Cross-Cultural Study Based on Globe Project","authors":"A. Nazarian, M. Shabankareh, Alireza Ranjbaran, Narges Sadeghilar, P. Atkinson","doi":"10.1080/08961530.2023.2192537","DOIUrl":"https://doi.org/10.1080/08961530.2023.2192537","url":null,"abstract":"","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-03-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46300986","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 : 2023-03-01DOI: 10.1080/08961530.2022.2117944
A. Roy
{"title":"A Research Agenda for Sales Ed. Fernando Jaramillo and Jay Prakash Mulki. Cheltenham, UK: Edward Elgar Publishing 2021. 186 pp. ISBN 978-1 78897 5308. List Price: $145.00 Hardcover","authors":"A. Roy","doi":"10.1080/08961530.2022.2117944","DOIUrl":"https://doi.org/10.1080/08961530.2022.2117944","url":null,"abstract":"","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"448 - 449"},"PeriodicalIF":3.3,"publicationDate":"2023-03-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43162994","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 : 2023-02-20DOI: 10.1080/08961530.2023.2180790
S. Trivedi, A. Tapar, Pranav Dharmani
{"title":"A Systematic Literature Review of the Relationship between Consumer Ethnocentrism and Product Evaluation","authors":"S. Trivedi, A. Tapar, Pranav Dharmani","doi":"10.1080/08961530.2023.2180790","DOIUrl":"https://doi.org/10.1080/08961530.2023.2180790","url":null,"abstract":"","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":" ","pages":""},"PeriodicalIF":3.3,"publicationDate":"2023-02-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48311378","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 : 2023-02-17DOI: 10.1080/08961530.2023.2179796
G. Day, E. Elgar, P. Drucker
The above quote from Peter Drucker reminds us of the central role of the customer in any marketing strategy, and the need to understand not just the customer’s changing needs, but also changes in the environmental context, to offer superior customer value and achieve competitive advantage. Traditional methods of developing marketing strategies may be less suitable in highly turbulent industries or in embryonic markets where customers’ needs are difficult to pin down. The recent pandemic has only heightened uncertainty and turbulence faced by marketing decision makers. In recent years we have seen an emergence of an outside-in approach for marketing strategy development, which increases a firm’s ability to anticipate and react to customer changes due to constant environmental scanning and sensing (Day 2014). This volume, by Prof. George S. Day of the Wharton School, University of Pennsylvania, is a visionary rethinking of marketing strategy for today’s turbulent environment, stressing the need for managers to consider the outside-in approach for value creation and marketing strategy formulation. In Chapter 1, Prof. Day develops a definition of marketing strategy, and outlines the benefits of taking a marketing strategic approach, centered on customer orientation and sustaining superior customer value. This definition is then transformed into four guiding premises, or marketing strategy building blocks, which become the outline for the rest of the book. These are:
{"title":"Advanced Introduction to Marketing Strategy","authors":"G. Day, E. Elgar, P. Drucker","doi":"10.1080/08961530.2023.2179796","DOIUrl":"https://doi.org/10.1080/08961530.2023.2179796","url":null,"abstract":"The above quote from Peter Drucker reminds us of the central role of the customer in any marketing strategy, and the need to understand not just the customer’s changing needs, but also changes in the environmental context, to offer superior customer value and achieve competitive advantage. Traditional methods of developing marketing strategies may be less suitable in highly turbulent industries or in embryonic markets where customers’ needs are difficult to pin down. The recent pandemic has only heightened uncertainty and turbulence faced by marketing decision makers. In recent years we have seen an emergence of an outside-in approach for marketing strategy development, which increases a firm’s ability to anticipate and react to customer changes due to constant environmental scanning and sensing (Day 2014). This volume, by Prof. George S. Day of the Wharton School, University of Pennsylvania, is a visionary rethinking of marketing strategy for today’s turbulent environment, stressing the need for managers to consider the outside-in approach for value creation and marketing strategy formulation. In Chapter 1, Prof. Day develops a definition of marketing strategy, and outlines the benefits of taking a marketing strategic approach, centered on customer orientation and sustaining superior customer value. This definition is then transformed into four guiding premises, or marketing strategy building blocks, which become the outline for the rest of the book. These are:","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"256 - 258"},"PeriodicalIF":3.3,"publicationDate":"2023-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44039709","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 : 2023-02-15DOI: 10.1080/08961530.2023.2176397
J. Story, L. Godwin
Abstract This study explores consumer ethnocentrism, consumer knowledge of countries of origin of automobiles, and the relationship between these and consumers’ preferences and purchases of vehicles. Consumer ethnocentrism varies significantly within the U.S. population, resulting in groups that are not ethnocentric, moderately ethnocentric, and highly ethnocentric. While ethnocentrism is a significant factor in perceptions, attitudes, and purchase intentions, consumers have limited knowledge of where vehicles are made. Consumers rely primarily on country of brand rather than country of origin, and their attitudes and purchases reflect those brand perceptions.
{"title":"Ethnocentrism and Consumer Knowledge in the U.S. Auto Consumer","authors":"J. Story, L. Godwin","doi":"10.1080/08961530.2023.2176397","DOIUrl":"https://doi.org/10.1080/08961530.2023.2176397","url":null,"abstract":"Abstract This study explores consumer ethnocentrism, consumer knowledge of countries of origin of automobiles, and the relationship between these and consumers’ preferences and purchases of vehicles. Consumer ethnocentrism varies significantly within the U.S. population, resulting in groups that are not ethnocentric, moderately ethnocentric, and highly ethnocentric. While ethnocentrism is a significant factor in perceptions, attitudes, and purchase intentions, consumers have limited knowledge of where vehicles are made. Consumers rely primarily on country of brand rather than country of origin, and their attitudes and purchases reflect those brand perceptions.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"451 - 463"},"PeriodicalIF":3.3,"publicationDate":"2023-02-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43947845","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 : 2023-02-10DOI: 10.1080/08961530.2023.2176398
Md Washim Raja, Sandip Anand, David Allan
Abstract The primary objective of this paper is to assess the effects of ad music attitude (Aam) on ad attitude (Aad), brand attitude (Ab), and purchase intention (PI). Further, this article intends to test the mediating role of Aad and Ab between Aam and PI. The bootstrap method in AMOS 20 was adopted to test the hypotheses. The finding indicates that Aam invokes Aad, which influences Ab, and in turn, invokes PI. The result suggests a hierarchical relationship between Aam, Aad, Ab, and PI. Subsequently, it supports the central hypothesis of the serial mediation role of Aad and Ab between Aam and PI. This research adds to the ad and marketing literature by empirically examining the relationship of Aam with Aad, Ab, and PI; proposes a multiple and serial mediation model to study the relationships. Knowing that attitudes (music, ad, and brand) can have a significant and positive relationship and can, in some cases, mediate each other allows advertisers a more efficient and effective way to advertise both traditionally and digitally to attain PI.
{"title":"Effects of Ad Music Attitude on Ad Attitude, Brand Attitude, and Purchase Intention","authors":"Md Washim Raja, Sandip Anand, David Allan","doi":"10.1080/08961530.2023.2176398","DOIUrl":"https://doi.org/10.1080/08961530.2023.2176398","url":null,"abstract":"Abstract The primary objective of this paper is to assess the effects of ad music attitude (Aam) on ad attitude (Aad), brand attitude (Ab), and purchase intention (PI). Further, this article intends to test the mediating role of Aad and Ab between Aam and PI. The bootstrap method in AMOS 20 was adopted to test the hypotheses. The finding indicates that Aam invokes Aad, which influences Ab, and in turn, invokes PI. The result suggests a hierarchical relationship between Aam, Aad, Ab, and PI. Subsequently, it supports the central hypothesis of the serial mediation role of Aad and Ab between Aam and PI. This research adds to the ad and marketing literature by empirically examining the relationship of Aam with Aad, Ab, and PI; proposes a multiple and serial mediation model to study the relationships. Knowing that attitudes (music, ad, and brand) can have a significant and positive relationship and can, in some cases, mediate each other allows advertisers a more efficient and effective way to advertise both traditionally and digitally to attain PI.","PeriodicalId":47051,"journal":{"name":"Journal of International Consumer Marketing","volume":"35 1","pages":"486 - 501"},"PeriodicalIF":3.3,"publicationDate":"2023-02-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43415367","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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