Mobile Virtual Reality provides a gateway for marketers to innovatively reach consumers. This study examines the impact of Virtual Reality in the context of transformational brand experience appeals, ...focussing specifically on the determining role of vividness. A three-dimensional conceptual framework is presented, offering a systematic review of the literature on vividness effects in marketing communications, revealing the major gap that most available studies only focus on informational messages. We conducted an experiment to address this gap and demonstrate in the context of a transformational ad that Virtual Reality generates higher perceptions of vividness and presence than a regular two-dimensional video, with vividness positively affecting attitude toward the ad, both directly and indirectly via presence. Our study also reveals that vividness in turn elicits a positive effect on brand attitudes which stimulates consumers’ purchase intentions. As such, the strategic potential of Virtual Reality for marketing communications is highlighted.
This study investigates consumer preferences for brand tone when they are under a stressful situation (i.e., lockdown during the covid-19 pandemic). Five mutually exclusive brand tone choices were ...presented to consumer respondents (informative, comforting, trustworthy, inspiring, and humorous). Consumer preferences for these were inspected and analyzed against demographics and self-reported items related to pandemic-induced stress and coping behaviors. The statistical relationships between stress and individual brand tone preferences varied from negligible to negative. No positive associations were noted. Gender and marital status showed significant associations with brand tone selections. Marketing managers should be aware that consumers continue to prioritize informative messages during uncertain times. However, the use of comfort is also helpful during turbulent times and may be particularly appropriate for female consumers seeking social connections. Regarding study limitations, this research focused on u.s. residents during a single pandemic crisis. Respondent stress was self-reported.
Consumers frequently make important financial decisions that have short- and long-term impacts on their welfare. The authors expect that these financial decisions are a function of consumers' past ...experiences and interactions with a financial services firm as well as consumers' long-term priorities (e.g., national culture). They determine how three cultural dimensions (long-term orientation, uncertainty avoidance, and masculinity) and marketing communication type (promotion focused vs. prevention focused) affect three key consumer financial decisions: (1) savings rate, (2) use of credit, and (3) spending pattern. To do so, they empirically test both the direct effect of national culture on consumer financial decision making and its moderating effect on the link between a firm's marketing efforts and consumer financial decision making. Drawing on regulatory focus theory, the authors develop and empirically test their hypotheses using a customer database from a multinational financial services firm based in the United Arab Emirates, with customers originating from 34 countries. They find that national culture directly affects consumer financial decision making and moderates the impact of marketing efforts by the financial services firm, which suggests that financial services firms should account for national culture when managing customers.
The marketing communications play an important role in the activities of banks, because it is one of the most important elements of the marketing activity. As an element of a banking institution’s ...marketing activity, they must be carefully planned, organized and controlled. The need to plan marketing communications in the bank stems from the fact that today it is difficult for consumers to navigate the banking services market. The ongoing competition for each consumer in the banking market drives banks to integrate marketing communications.
Banks are in constant contact with customers of banking services, financial institutions, central banks, etc. Any bank requires interconnected communications that are constantly evolving to meet the changing external and internal environment. Thus, marketing communications play an important stage in the bank’s marketing activity.
In an age of digital economy, marketing communications are a prerequisite for improving the increasing the effectiveness of banks and their profitability.
The practical aspects of ensuring the effectiveness of a bank’s marketing communications are considered and explored in the article. The structure of the bank’s marketing communications complex is influenced by the following factors: the level of management of the bank, the degree of purchasing power of the potential client, the strategy of promotion of banking services, the peculiarities of the complex of marketing communications of competitors and the financial capacity of the bank.
In particular, digitalization (digitization) of the bank involves the modernization of the banking structure, products and channels of interaction with its customers by applying modern technologies to increase the effectiveness of marketing communications, increase profits and its competitiveness.
Our study focuses on the
internal process
through which market orientation influences performance in export markets, and develops a model of market orientation–marketing capabilities–competitive ...advantages–performance relationships. Using survey data of 491 export ventures based in China, we find that marketing capabilities mediate the market orientation–performance relationship, while competitive advantages partially mediate the marketing capabilities–performance relationship. Moreover, coordination mechanism strengthens, and cost leadership strategy weakens, the effects of market orientation on new product development and marketing communication capabilities, respectively. Market turbulence attenuates the effect of market orientation on new product development capability while competitive intensity strengthens this effect.
Marketing communications is an important factor in effective strategic management of the enterprise. It becomes even more relevant in the conditions of market relations, developed competition, ...orientation of the enterprise to the needs of the consumer. Marketing communications, as a functional subspecies of marketing, is a set of activities aimed at conveying information to the target audience and other stakeholders in order to implement a marketing strategy under the conditions of forming feedback between the addressee and the sender. Each enterprise is able to create its own system of marketing communications taking into account its own current and strategic goals. Costs for marketing communications are the cost of resources for the preparation, implementation and control of information flows aimed at conveying information to the target audience and other stakeholders, as well as receiving feedback from them, in order to implement the company's marketing strategy. Types of costs for marketing communications are proposed for building the nomenclature of accounting accounts. The application of the specified cost breakdowns will contribute to the formation of management reports with the necessary detailing of information on certain types of marketing communications. Also, the development will contribute to the reliability of determining the effectiveness of certain types of marketing communications and marketing communications of the enterprise as a whole.
Mobile marketing, which involves two- or multi-way communication and promotion of an offer between a firm and its customers using the mobile, a term that refers to the mobile medium, device, channel, ...or technology, is growing in importance in the retailing environment. It has the potential to change the paradigm of retailing from one based on consumers entering the retailing environment to retailers entering the consumer's environment through anytime, anywhere mobile devices. We propose a conceptual framework that comprises three key entities: the consumer, the mobile, and the retailer. The framework addresses key related issues such as mobile consumer activities, mobile consumer segments, mobile adoption enablers and inhibitors, key mobile properties, key retailer mobile marketing activities and competition. We also address successful retailer mobile marketing strategies, identify the customer-related and organizational challenges on this topic, and outline future research scenarios and avenues related to these issues.
Adopting a commitment to the principle of heterogeneity, combined with a concern for subjugated and disqualified knowledge, we unravel the debates around telepathy and telementation in marketing ...theory and practice. We explicate the conditions of possibility for these deliberations, focusing on the Society for Psychical Research (SPR). A close reading of the scholarly outputs published by members of the SPR helps us unpack the theoretical assumptions underwriting telepathy via the concept of the subliminal self. This material forms the foundations for William Walker Atkinson’s ‘practical occultism’. We review Atkinson’s work, making the case that telepathy was central to exerting personal influence. Our account thus diverges markedly from extant histories of influence. Attention is then turned to the jettisoning of telepathic linkages. Changes in discourse reflect ‘epistemological deflation’ in combination with ‘counter-reversal’. Nonetheless, telepathic and telementative assumptions remain central to our understanding of sales and marketing communications. The same can be said of consumer research. Telepathy may also impact our future in a novel, ‘synthetic’ form.
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