Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment’s favorable attributes. However, prior research using U.S. subjects ...suggested that these associative benefits do not actually transfer onto the advertised brand. We faithfully replicate this earlier research using a non-Western sample and find that culturally based communication and cognitive processing models may explain the lack of results in the earlier study and affirmative results in our study. Three experimental conditions are used: single exposure, multiple exposures, and high involvement. We find that a billboard’s external environment does influence brand evaluations but only in the single-exposure condition. A possible explanation for why results were not evident in the multiple exposure and high involvement conditions may be related to the amount of message elaboration across study conditions.
This paper presents an empirical investigation to study the effects of ten factors on brand equity. The study provides an assessment using a brand equity model for fast moving consumer goods in ...cosmetic and hygiene industry. The study has accomplished among people who purchase goods in six major cities of Iran based on an adapted questionnaire originally developed by Aaker (1992a) Aaker, D. A. (1992a). The value of brand equity. Journal of Business Strategy, 13(4), 27-32.. Cronbach alpha has been calculated as 0.88, which is well above the minimum acceptable level of 0.7. In addition, Kaiser-Meyer-Olkin Measure of Sampling adequacy and Bartlett's test of Sphericity approximation Chi-Square are 0.878, 276628 with Sig. = 0.000, respectively. The proposed study of this paper uses structural equation modeling to test different hypotheses of the survey. The Root Mean Square Error of Approximation (RMSEA), Comparative Fit Index (CFI) and Chi-Square/df are 0.067, 0.840 and 4.244 and they are within desirable levels. While the effects of seven factors on brand equity have been confirmed. However, the survey does not confirm the effects of perceived value, advertisement effectiveness and advertisement to brand on brand equity. In our survey, brand loyalty maintains the highest positive impact followed by having updated brand, trust to brand, perceived quality to brand, brand awareness, intensity of supply and perception to brand.
Purpose Shopping motivations are considered the primary stimuli for shoppers in the prepurchase stage of the customer journey. This study contributes to the understanding of how cultural factors ...affect shopping motivation. This study aims to understand the effect of cultural factors on shopping motivations in Eastern culture with Islam religion. Design/methodology/approach This study is based on the approach of phenomenology, and multiple methods were performed to interpret the phenomenon of shopping motivations. To this aim, 16 observations and 18 in-depth interviews were performed for data collection, and after that, data interpretation was done. Findings In this study, the motivations fall into product-related and hedonic motivations which are related to shopper psychology, while environmental motivations are culturally dependent. The influence of cultural factors on the individual concept of shopping motivations was identified in this study. Nine subthemes including product selection, product quality, functional, in-store service, convenience, store environment, value shopping, self-gratifications and role-playing were identified in the categories of product-related, environmental and hedonic motivations. Practical implications In non-Western countries, the store environment profoundly influences shoppers’ experience. This study clearly illustrates relationships between theory and practice in grocery shopping motivations in a non-Western context. Retailers who are active in eastern Islamic countries should pay attention to the fact that cultural and contextual factors play a significant impact on the shopping motivation and behavior of these shoppers. Originality/value In this study, shopping motivations are not fixed in different societies, and cultural and contextual factors play a significant impact in this regard. In other words, shopping motivations are fluid, and cultural factors play a significant role in their formation. This study makes two important contributions: First, cultural motivations are prominent among Muslim shoppers. Among these motivations, shopping environment motivations, including relationships with others and cleanliness, and staff behavior are very significant. These motivations are highly influenced by the culture of the context and we discover which motivations are not related to psychology alone and that the context has a significant influence on their formation. Second, hedonic motivations are also highlighted in the purchase of utilitarian products. In addition to direct effects, such as Islamic regulations on halal foods, Muslims’ religious tenets also have significant indirect effects on their behaviors and motivations.
Purpose
This paper aims to identify the dimensions of digital platforms' services quality and their impact on customers' purchase intent based on customer experience.
Design/methodology/approach
The ...research has a mixed method. Qualitative data is gathered by using of systematic literature review and Delphi method and quantitative data is gathered through survey of 412 experts from three well-known restaurant industry platforms. These restaurant digital platforms were Snapfood, Changal and Chelivery.
Findings
The results indicate the effect of platforms' service quality dimensions on customer hedonic and cognitive experiences. Also, the results indicate that the platforms' customers attach different priority to the various dimensions of platforms' services quality which are platform services' ease of use, platform information quality, services and products quality, platform customers interaction, platform design, platform response speed, platform services' trustiness, platform services' security and platform responsibility. Finally, the results showed that all of these dimensions have positive impact on customers' purchase intent based on their experiences.
Originality/value
The development of digital service platforms despite being new, has recently great progress, but, many dimensions of digital platforms' services quality have been not well-known yet. The present research has cleared the subject.
Purpose This study aims to endeavor to shed light on the underlying causal mechanisms behind the failure of startups by examining the failure process in such organizations. To achieve this goal, the ...study conducted a comprehensive review of the literature on the definition of failure and its various dimensions, resulting in the compilation of a comprehensive list of causes of startup failure. Subsequently, the failure process was analyzed using a behavioral strategy approach that encompasses rationality, plasticity and shaping, as well as the growth approach of startups based on dialectic, teleology and evolution theories. Design/methodology/approach The proposed research methodology was a case study using process tracing, with the sample being a failed platform in the ride-hailing technology sector. The causal mechanism was further explicated through the combined application of the behavioral strategy approach and interpretive structural modeling analysis. Findings The findings of the study suggest that the failure of startups is a result of interlinked causes and effects, and growth in these organizations is driven by dialectic, teleology and evolution theories. Originality/value The outcomes of the research can assist startups in formulating an effective strategy to deliver the right value proposition to the market, thereby reducing the chances of failure.
This study extends prior research on brand naming by comparing recall for five types of words in various involvement and processing conditions. Experimental findings show that the differences in ...recall are higher when there is semantic processing than when there is sensory processing. Involvement is not significant and hence provides no advantage for brand name recall. Several significant interactions among word types and information processing are also observed that extend prior findings in marketing and branding. More specifically, the results showed different recall pattern for the word types between semantic and sensory processing which was not observed in academic literature. Finally, the paper discusses implications for the naming of new products.
The aim of the present research is studying the relationship between the salespersons’ ethical philosophy and their ethical decision-making process and seeks to answer two fundamental questions: ...first, what is the ethical philosophy of salespersons? And second, how does the salespersons’ ethical philosophy affect their ethical decision-making process? Statistical population of this research is salespersons who have passed the sales training course at the Department of Commerce Research Centre. One hundred thirty-seven questionnaires of total 300 accessible populations were analyzed through path analysis method. The findings indicate that most salespersons are idealists. Although this idealism affects the ethical judgment directly, but the effect of relativism on ethical intention is more considerable.
Manufacturers producing products conforming with environmental standards spend heavy costs on marketing their products each year. In addition to reducing the costs and gaining more profit for the ...company, The Identification of green marketing tools on behavior of different groups of Consumers can create competitive advantage and increase in market share for the company. This research aims to investigate the effect of green marketing tools on different groups of green consumers' behavior. The present research is a descriptive survey in terms of research method and applied in terms of its purpose. The research population consists of Internet users who are members of social networks. Multivariate and ANOVA tests are utilized to test the hypotheses with the help of SPSS software. Research findings indicate that the effective marketing tools on the behavior of different groups of consumers are environmental advertising, labeling and Brand which the effect of each one on the behavior of different groups except label environmental awareness is distinct. With the increase of consumers’ environmentalism, the effectiveness of these three tools on behavior will be increased. Research findings also indicate that “Environmental Brand” is the most effective green marketing tool influencing consumers’ behavior.
Abstract Innovation and new products have an important role in any company. Successful launching and marketing of new products require targeting innovative consumers. Difference in dimensions of ...consumers' innovativeness demands different marketing plan. A good understanding of decision-making styles of innovative consumers is imperative for such marketing activities. The main objective of this research is to investigate the effect of consumers' innovativeness on their shopping decision-making styles. Specifically, it aims at evaluating the relationship between two types of innovativeness, i.e. sensory and cognitive, and consumers' shopping decision-making styles. In this descriptive research which is performed as a survey, research population includes students of Islamic Azad University at the campus of Tehran Science and Research Branch of which, a random and proportional sample has been selected. A pretest has been used to check the validity and reliability of the research tool, i.e. questionnaire. Content validity and face validity of the questionnaire have been ascertained. Questionnaire reliability has been assured through the use of both retest reliability and internal consistency reliability. This paper integrates the consumer innovativeness and consumer shopping decision-making styles literature. It is built on the premise that if consumer innovativeness is regarded as a general personality trait, then it would also be reflected in consumers' shopping approaches. Test and analysis of the relationship between cognitive and sensory innovativeness and various shopping styles has been performed by the use of Structural Equation Modeling (SEM) using LISREL software. After investigating of eight hypotheses, only four of them have been supported. The findings indicate that cognitive innovativeness positively influences perfectionist and high-quality conscious shopping decision-making style and sensory innovativeness, positively influences three shopping decision-making style (i.e. brand conscious, novelty and fashion conscious and recreational and shopping conscious). The findings of this research help managers to develop a deeper insight into product development and marketing. Marketing communication and brand management of new product should be based on two different types of innovative consumers (cognitive and sensory) and their shopping styles. The findings also provide valuable insights to marketing managers in segmenting and targeting their markets.
Managerial value systems along with individualism-collectivism concepts were examined among 768 managers in Iran. The sample was randomly selected from state, private, and mixed organizations. The ...participants ranked conformist and sociocentric values high. In addition, the participants displayed a high tendency toward collectivism and a weak commitment to individualism. Furthermore, existential value was highly correlated with individualism-collectivism measures.
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