快讯良好信号:企业如何利用原产国作为战略分析工具

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2024-04-29 DOI:10.1177/1069031x241254038
Rafid Ur Rahman, Martin Heinberg, Sourindra Banerjee, Constantine S. Katsikeas
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引用次数: 0

摘要

丰富的消费者数据使营销人员的决策变得更加复杂而非简单。丰富的消费者数据提出了一个重要问题,即数据中的哪些变量包含可靠信息,可供零售商预测未来消费者购买价值(CPV),从而指导战略决策。针对这一问题,作者探讨了 "品牌原产地的独特选择"(DBCOO)和 "原产地多样性"(COO 多样性)这两个变量,将其作为从消费者购买数据中提取洞察力的分析工具。作者以信号理论为基础,提出消费者购买历史中的 DBCOO 和 COO 多样性可以发出信号,从而帮助预测 CPV 的理论并进行了实证检验。此外,我们还探索了高参与度产品类别和购买频率作为边界条件,从而建立了一个作为战略分析工具的 COO 信号综合框架。我们发现,消费者购买历史中的 DBCOO 确实会增加 CPV,而且这种关系在高参与度产品类别中会增强,但会因购买频率而呈曲线缓和。此外,我们还发现,COO 多样性与 CPV 之间的联系是正向的,但与两个调节因素之间存在负向互动。这使得零售商能够成功区分高 CPV 和低 CPV 消费者,从而更有效地管理营销组合和资源。
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EXPRESS: A Good Signal: How Firms Can Utilize Country of Origin as a Strategic Analytical Tool
Abundant consumer data has made decision making more complicated rather than simple for marketers. The abundance of consumer data raises an important question about which variables in the data contain reliable information for retailers to predict future consumer purchase value (CPV) to guide strategic decisions. The authors address this question by exploring the variables “distinctive choice of brand country of origin” (DBCOO) and “country of origin diversity” (COO diversity) as analytical tools to extract insights from consumer purchase data. Building on signaling theory, the authors theorize and empirically test that DBCOO and COO diversity in a consumer’s purchase history can signal, and therefore help predict CPV. Moreover, we explore high-involvement product categories and purchase frequency as boundary conditions to develop a comprehensive framework of COO signals as strategic analytical tools. We find that DBCOO in a consumer’s purchase history indeed increases CPV and that this relationship is enhanced for high-involvement product categories but moderated curvilinearly by purchase frequency. Moreover, we find that the COO diversity – CPV link is positive but depicts a negative interaction with both moderators. This allows retailers to successfully distinguish high- from low-CPV consumers and thus enables them to manage marketing mix and resources more effectively.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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