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1.
Some antecedents and outcomes of brand love 总被引:12,自引:0,他引:12
Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’
passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands
in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of
symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also
suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more
positive word-of-mouth about self-expressive brands. 相似文献
2.
In recent times, organizations have experienced consumer backlash as a result of decisions to support controversial causes.
To date, little research has attempted to explain consumers’ negative response as a function of religion. This study addresses
that gap in the literature and examines consumer religious commitment and Christian consumers’ conservative beliefs in the
United States as motivating factors for consumer activist behavior and boycott participation. Findings from a national sample
of 531 consumers suggest that consumers evaluate seller’s actions and form ethical judgments. These judgments are a major
explanatory variable in consumers’ voice complaints, third-party complaint intentions, and boycott intentions. 相似文献
3.
Ji Hee Song Hye Young Kim Sahangsoon Kim Sung Won Lee Jong-Ho Lee 《Marketing Letters》2016,27(1):89-101
New communication platforms have enabled firms to collect personal data on their consumers and provide more personalized services. Personalized service facilitates interpersonal communication and interactions based on consumers’ personal and preference information, and therefore constitutes a way to improve firm–customer relationships. However, such personalized services may be vulnerable to privacy issues. This study investigates the effects of personalized e-mail messages (an archetypal example of personalized service) on consumers’ risk perceptions and two moderating variables: consumers’ control and message intimacy. In three experiments, we show that an increase in the level of personalization in e-mail messages increases consumers’ privacy risk perceptions. However, giving consumers more control over their personal information and adding intimate cues to e-mail messages moderate the negative effects of personalized e-mail messages on their privacy risk perceptions. The study provides important implications for both academics and managers in developing and employing personalized service in new media communication. 相似文献
4.
Network operators are merging their services, such as fixed or wireless telephony, internet or television, into single offers,
called bundles. It is essential to understand consumers’ preferences to define the most profitable bundles, with their associated
prices, especially in the fierce competitive current market. We start by defining a random linear utility model and then,
analyze the competition between an integrated operator and new entrants proposing substitutable services. Each operator ignores
the consumers’ reservation prices for his offers and has to deal with uncertainties about the marketing strategies of competitors,
due to potential different size and cost structure. A two-level game is introduced and solved by backward induction. In the
second level, the operators determine their optimal offer prices for each possible combination of marketing strategies while
the consumers select their most profitable purchasing processes; the natural framework is that of Bayesian game theory. Finally
at the top level, knowing the outcome of the other level, the operators identify which marketing strategy to use between market
share expansion, segment targeting or multi-level price discrimination, to maximize their expected utilities conditionally
to their private informations. 相似文献
5.
Current literature suggests that corporate social responsibility (CSR) can affect consumers’ attitudes towards an organization
and is regarded as a driver for reputation-building and fostering sustained consumer patronage. Although prior research has
addressed the direct influence of CSR on consumer responses, this research examined the mediating influence of consumer’s
perceived organizational motives within an NGO setting. Given the heightened public attention surrounding the 2008 Beijing
Olympic Games, data were collected from consumers of the Games to assess their perceptions of the International Olympic Committee’s
(IOC) socially responsible initiatives. We hypothesized that consumers of the Games were likely to cognitively elaborate on
CSR messages by way of three specific attribution effects derived from the literature. The results show that, contingent on
CSR awareness, consumers responded positively to social efforts judged to be values-driven and stakeholder-driven; and a negative
response was seen for efforts judged to be strategic. These attribution effects influenced various types of patronage and
perceived organizational reputation. 相似文献
6.
Culture, product type, and price influences on consumer purchase intention to buy personalized products online 总被引:1,自引:0,他引:1
With personalization, consumers can choose from various product attributes and a customized product is assembled based on their preferences. Marketers often offer personalization on websites. This paper investigates consumer purchase intentions toward personalized products in an online selling situation.The research builds and tests three hypotheses: (1) intention to purchase personalized products will be affected by individualism, uncertainty avoidance, power distance, and masculinity dimensions of a national culture; (2) consumers will be more likely to buy personalized search products than experience products; and (3) intention to buy a personalized product will not be influenced by price premiums up to some level. Results indicate that individualism is the only culture dimension to have a significant effect on purchase intention. Product type and individualism by price interaction also have a significant effect, whereas price does not. Major findings and implications are discussed. 相似文献
7.
While there is a significant amount of research investigating managerial ethical judgments, a limited amount examines consumer
judgments of unethical corporate behavior and its impact on the marketplace. This study examines how consumers’ commitment
to a company impacts not only their ethical judgment of corporate behavior but also the outcomes of that judgment. The authors
test hypotheses with data from 334 consumers and find that consumers’ level of commitment attenuates the level of perceived
fairness. More specifically, highly committed consumers may forgive companies for behaviors when perceived harm is low, but
become progressively dissatisfied as the level of perceived harm increases. Results of the study point to the importance of
considering ethical behavior from a consumer perspective. If corporate actions are perceived as unethical, the company stands
to lose favor with their most committed customers. Considering that more time, effort and investment is required to gain a
new customer as to retain an old, this study shows that engaging in behavior perceived as unethical by consumers risks alienating
the most committed customers. 相似文献
8.
Chang-Dae Ham 《国际广告杂志》2017,36(4):632-658
This study explores how consumers cope with a computer technology-driven persuasion tactic called online behavioral advertising (OBA). By tracking consumers’ online behaviors, OBA delivers highly tailored advertising messages to individual consumers, giving rise to serious privacy concerns due to their covert nature. Integrating the persuasion knowledge model and the protection motivation theory, we employed a survey method (N = 442) to examine how consumers cope with OBA based on their persuasion knowledge, cognitive appraisal, and cognitive processing variables. The results reveal that persuasion knowledge was indirectly associated with coping behavior of ad avoidance throughout cognitive appraisal process (perceived risks; perceived benefits; self-efficacy). Privacy concerns partially mediated such associations with ad avoidance. Interestingly, cognitive processing variables (reactance; perceived personalization) were significantly associated with ad avoidance without being related to persuasion knowledge. The implications for theoretical, managerial, and social contributions are discussed. 相似文献
9.
《Journal of Retailing》2015,91(3):390-409
With the amount of online advertising on a steady rise, generic ads noticeably lose effectiveness. In order to break through the clutter, retailers employ a method called retargeting to tailor their advertisements to individual consumers based on inferred interests and preferences. However, while personalization should generally make ads more appealing, the authors use field data to show that the effectiveness of retargeting considerably hinges on consumers’ trust in a respective retailer. To uncover the underlying mechanisms of this phenomenon, they investigate how trust moderates the impact of ad personalization on consumers’ internal and external responses in the lab. They propose a two-dimensional conceptualization of ad personalization: First, a banner's personalization depth defines how closely the ad reflects a consumer's interests. Second, its personalization breadth determines how completely the banner reflects these interests. The lab results show that more trusted retailers can increase the perceived usefulness of their ads through a combination of high depth and narrow breadth of personalization without eliciting increased reactance or privacy concerns. On the other hand, for less trusted retailers, banners with higher depth are not perceived more useful, but instead trigger increased reactance and privacy concerns, regardless of their personalization breadth. These effects directly translate into consumers’ click-through intentions so that retailers should adjust their personalization strategies accordingly in order to increase the effectiveness of their online advertising. 相似文献
10.
This article explores the extent to which consumers consider ethics in luxury goods consumption. In particular, it explores
whether there is a significant difference between consumers’ propensity to consider ethics in luxury versus commodity purchase
and whether consumers are ready to purchase ethical-luxury. Prior research in ethical consumption focuses on low value, commoditized
product categories such as food, cosmetics and high street apparel. It is debatable if consumers follow similar ethical consumption
patterns in luxury purchases. Findings indicate that consumers’ propensity to consider ethics is significantly lower in luxury
purchases when compared to commoditized purchases and explores some of the potential reasons for this reduced propensity to
identify or act upon ethical issues in luxury consumption. 相似文献
11.
The Ethics of Online Retailing: A Scale Development and Validation from the Consumers’ Perspective 总被引:2,自引:0,他引:2
Sergio Roman 《Journal of Business Ethics》2007,72(2):131-148
While e-commerce has witnessed extensive growth in recent years, so has consumers’ concerns regarding ethical issues surrounding
online shopping. The vast majority of earlier research on this area is conceptual in nature, and limited in scope by focusing
on consumers’ privacy issues. This study develops a reliable and valid scale to measure consumers’ perceptions regarding the
ethics of online retailers (CPEOR). Findings indicate that the four factors of the scale – security, privacy, non-deception
and fulfillment/reliability – are strongly predictive of online consumers’ satisfaction and trust. The results offer important
implications for e-retailers and are likely to stimulate further research in the area of e-ethics from the consumers’ perspective.
Sergio Román is an Associate Professor of Marketing at the University of Murcia (Spain). He has been a Visiting Scholar at
the University of Arizona. His articles have appeared in the Journal of Business Research, International Marketing Review,
International Journal of Market Research, European Journal of Marketing and Journal of Marketing Management. His research
interests are focused on personal selling and sales management, international marketing and business ethics. 相似文献
12.
Values,Authenticity, and Responsible Leadership 总被引:1,自引:0,他引:1
Of the many ethical corporate marketing practices, many firms use corporate social responsibility (CSR) communication to enhance
their corporate image. Yet, consumers, overwhelmed by these more or less well-founded CSR claims, often have trouble identifying
truly responsible firms. This confusion encourages ‘greenwashing’ and may make CSR initiatives less effective. On the basis
of attribution theory, this study investigates the role of independent sustainability ratings on consumers’ responses to companies’
CSR communication. Experimental results indicate the negative effect of a poor sustainability rating for corporate brand evaluations
in the case of CSR communication, because consumers infer less intrinsic motives by the brand. Sustainability ratings thus
could act to deter ‘greenwashing’ and encourage virtuous firms to persevere in their CSR practices. 相似文献
13.
Krist R. Swimberghe Dheeraj Sharma Laura Willis Flurry 《Journal of Business Ethics》2011,102(4):581-598
Religion is an important cultural and individual difference variable. Yet, despite its obvious importance in consumers’ lives,
religion in the United States has been under-researched. This study addresses that gap in the literature and investigates
the influence of consumer religion in the buyer–seller dyad. Specifically, this study examines the influence of consumer religious
commitment and a Christian consumer’s conservative beliefs in the United States on store loyalty when retailers make business
decisions which are potentially reli- gious objectionable. This study uses structural equation modeling and applies Anderson
and Gerbing’s (Psychol Bull 103(3):411–423, 1988) two-step approach to exam- ine data obtained from a national sample of 531 consumers. The results from this study suggest
that consumers evaluate seller’s actions and form ethical judgments. These judgments are a major explanatory variable in consumer
store loyalty intentions. 相似文献
14.
This study examines the role of personalized charity advertising in promoting empathy, attitude change, and helping intentions toward stigmatized social groups. Based on theories of message involvement, empathy, and reactance, we predicted that higher levels of involvement elicited by a personalized charity advertisement would reinforce empathy and prosocial outcomes. An online experiment was conducted using a personalized and a nonpersonalized version of a charity advertisement for a campaign soliciting donations of winter coats for homeless people. As expected, structural equation modeling revealed a positive indirect effect of personalization on prosocial outcomes (attitudes and behavioural intentions toward homeless people, and willingness to donate to the campaign) that was mediated by involvement and empathy. However, in addition to promoting involvement and empathy, personalization also led to heightened reactance, which detracted from the positive effects. Theoretical as well as practical implications of the findings for personalized charity advertising are discussed. 相似文献
15.
Marketing Letters - We empirically examine the cross-media effects of personalized and mass media on consumers’ purchase incidence in a multichannel shopping environment. We capture the... 相似文献
16.
Advances in IT have enabled some firms to offer personalized products according to the private information disclosed by consumers, while others are still offering standardized products, which brings about asymmetric competition. For consumers, disclosing private information for personalized products leads to reduced misfit cost as well as privacy loss. To illuminate the impact of consumers' trade-off between the benefit of information disclosure and the associated privacy concerns on firms' asymmetric price competition, we consider a setting where only one firm is capable of product personalization based on consumers' personal information. The capable firm makes a profit from selling the product and monetizing consumers' information. We demonstrate that as the capable firm becomes more adept at personalization, he may raise or lower the price depending on his profit foci, and an improvement in his capability does not always guarantee a higher profit. Counterintuitively, an increase in the unit misfit cost (i.e., greater product differentiation) can, under certain circumstances, intensity price competition, making both firms worse off and leading to higher consumer surplus. We also show that when consumers are more privacy-concerned, there exists an indirect effect that weakens the impact of an increase in price on the monetization of consumers’ information, and hence price competition can be mitigated and both firms can be better off. Furthermore, we demonstrate that product personalization with misfit-reducing effect always increases consumer surplus under the asymmetric competition. Our findings provide firms and policy-makers with great managerial insights. 相似文献
17.
This article reports the results of research aimed at developing and validating a multi-item scale to measure consumers’ agreement
with three main justifications for not engaging in socially responsible consumption (SRC) behaviours, namely the ‘economic
rationalist argument’ founded on the idea that the costs of SRC are greater than its benefits, the ‘economic development reality
argument’ based on the idea that ethical and moral aspirations are less important than the economic development of countries,
and the ‘government dependency argument’ grounded in the premise that government inaction demonstrates the legal character
and the banality of unethical consumption behaviours. The scale items were generated on the basis of a multi-country qualitative
study of consumers (Eckhardt et al., 2006, ‘Why Don’t Consumers Behave Ethically’. DVD Document, AGSM). The content validity
of the scale was assessed in the first study. The second study was a survey of 157 Canadian adult consumers in which the three-dimensional
scale and other scales measuring relevant concepts were administered. The survey results showed that the 28-item resulting
scale is reliable and generally behaves as one would theoretically expect. Implications for consumption ethics researchers
and policy makers are proposed. 相似文献
18.
Corporate social responsibility (CSR) has emerged as an effective way for firms to create favorable attitudes among consumers.
Although prior research has addressed the direct influence of proactive and reactive CSR on consumer responses, this research
hypothesized that consumers’ perceived organizational motives (i.e., attributions) will mediate this relationship. It was
also hypothesized that the source of information and location of CSR initiative will affect the motives consumers assign to
a firms’ engagement in the initiative. Two experiments were conducted to test these hypotheses. The results of Study 1 indicate
that the nature of a CSR initiative influences consumer attribution effects and that these attributions act as mediators in
helping to explain consumers’ responses to CSR. Study 2 suggests that the source of the CSR message moderates the effect of
CSR on consumer attributions. The mediating influence of the attributions as well as the importance of information source
suggests that proper communication of CSR can be a viable way to inculcate positive corporate associations and purchase intentions. 相似文献
19.
The findings of this article increase our understanding of corporate social responsibility from the consumers’ perspective
in a Chinese setting. Based on primary data collected via a self-administered survey in Shanghai and Hong Kong and results
of similar studies conducted in Europe and the United States, we provide evidence to show that Chinese consumers are more
supportive of CSR. We also show that Carroll’s pyramid of responsibilities can be applied in China. We evaluated the importance
placed by Chinese consumers on the four responsibilities of firms – economic, legal, ethical and philanthropic – and find
that economic responsibilities are most important while philanthropic responsibilities are of least importance. The nature
of these differences is important for firms intending to use corporate social responsibility for strategic purposes. 相似文献
20.
《国际广告杂志》2012,31(8):1116-1138
AbstractIn this study, we examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. We further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results show that individuals higher in narcissism paid greater and more frequent attention to ads personalized on an individual level than to those personalized on a group level, while individuals low in narcissism showed no such differences. Regarding attitudinal response, consumers with a high level of narcissism tended to have a more favourable attitude towards the individual-level personalized ad compared to those with a low level of narcissism, while consumers with a low level of narcissism tended to have a more favourable attitude towards the group-level personalized ad compared to those with a high level of narcissism. Theoretical and managerial implications are discussed. 相似文献