“Seize the Deal,or Return It Losing Your Free Gift”: The Effect of a Gift‐With‐Purchase Promotion on Product Return Intention

The current article sheds light on an important issue in marketing: how marketers can prevent consumers from returning previously purchased goods. This research examines the relationship between a gift‐with‐purchase promotion and consumer product returns, hypothesizing that consumers who purchase products that come with a free gift will be less likely to return the products. Evidence shows that a gift‐with‐purchase promotion reduces consumer product returns and that this relationship is mediated by perceived loss in returning a product. Then, the results indicate that the choice of free gifts reduces product return intention and that this relationship is serially mediated by perceived ownership and perceived loss. The findings further suggest that when consumers with high product involvement can select free gifts among alternatives, they tend to perceive more ownership and loss and thereby are less likely to return the promoted product. Overall, the current research proposes that consumers prefer to seize the deal rather than to return it when they get a gift‐with‐purchase, have a chance to select a free gift, and are highly involved with the product.     

Consumer–Brand Relationships: A Contrast of Nostalgic and Non‐Nostalgic Brands

This research examined how consumer–brand relationships change when one contrasts brands perceived as nostalgic with brands perceived as non‐nostalgic. Paired comparisons of brands in six product categories revealed that brand attachment, self‐brand connections, and storytelling, as well as, the propensity to offer the brand as a gift and collect brand‐derived products, depend on the nostalgic status of the brand. On a sample of 606 consumers, the results showed that a brand's nostalgic status has a positive effect on attachment, self‐brand connections, and storytelling. These effects had not previously been considered in nostalgia research. Furthermore, the nostalgic status of a brand has positive effects in terms of intention to purchase the brand as a gift and collect brand‐derived products. Moreover, ANOVA results illustrate that consumer relationships with nostalgic brands are systematically stronger than with non‐nostalgic brands. Finally, results indicated that product category moderates all of the dimensions of brand relationships while gender does not.     

“Retail is detail! Give consumers a gift rather than a bundle”: Promotion framing and consumer product returns

Retailers often use the promotion strategy of offering supplementary products (e.g., free gift, bundle) to attract consumers and increase sales. Despite the growing literature on the promotions that are differently framed but offer economically identical values, little research has examined the link between promotion framing and consumer product returns. The current article sheds light on this relationship, hypothesizing that a free gift promotion would be superior to a bundle promotion in reducing consumer product returns. The findings suggest that a gift‐framed promotion leads to a lower product return intention than an economically equivalent bundle promotion, because consumers tend to perceive more loss from giving up the gift‐framed (vs. bundle‐framed) deal. Further, this study examines a moderating role of brand familiarity (familiar vs. unfamiliar) and shows that the merits of free gift framing on product return intention via perceived loss are amplified (attenuated) when the promoted brand is familiar (unfamiliar). Overall, the investigations of this study imply that it is better to frame a promotion as a “free gift” than a “bundle” to increase perceived loss in returning the purchase and thus to decrease consumer product returns. This strategic intervention works especially when the gift is offered by familiar brands.     

The effects of between‐partner congruity on consumer evaluation of co‐branded products

Branding studies, especially those focusing on brand extension, have often centered on establishing the relationship between consumer evaluation and the match between a product concept and the brand (concept congruity). This study introduces an additional type of congruity that arises in the evaluation of co‐branded products, the congruity between brand partners (between‐partner congruity). Between‐partner congruity has not previously been explicitly considered in the co‐branding literature, but is potentially an important influence on consumer perceptions of a brand partnership. Thus, this study represents an initial attempt to understand how the level of between‐partner congruity will affect consumer response to cobranded products. Several findings in the marketing literature have suggested that when respondents have the motivation to resolve incongruity, the relationship between congruity level and evaluation is nonmonotonic. In other words, moderately incongruent concepts are preferred to congruent or highly incongruent concepts to form an “inverted‐U” data function. Yet, when motivation to process is low, evaluation becomes less favorable in a linear fashion as incongruity increases. This study examines whether these findings can be extended to co‐branding. When concept congruity is controlled across brand pairs, the nonmonotonic relationship between between‐partner congruity level and product evaluation is observed when consumers are encouraged to elaborate on the rationale for the partnership (high involvement). However, when consumers attend to the global similarity of the partners (low involvement), product evaluation becomes less favorable as between‐partner incongruity increases. © 2007 Wiley Periodicals, Inc.     

An investigation into the perceptions of Chinese consumers towards the country‐of‐origin of dairy products

The dairy incident in 2008 influenced Chinese residents’ attitudes towards domestic and foreign brands in the market. This paper highlights the strong consumer perceptions existing in the Chinese dairy market towards the country of origin of dairy products. Chinese residents generally believe dairy products from foreign countries are superior than those from China. A new theoretical framework is developed to explore the driving factors of country‐of‐effects and its corresponding impacts. Consumers’ image of different countries and national stereotypes, consumer ethnocentrism and animosity, product familiarity and experience, product involvement and some cultural value differences were found to drive country‐of‐origin effects. These effects directly impact on consumer's perceived quality, brand awareness, brand association and loyalty towards the related goods in the market, then influence the brand equity of products from different countries. This study provides a better understanding of country‐of‐origin effects on consumer behaviour, and will help relevant domestic and foreign firms improve their business strategies in China.     

Business‐to‐Business Branding: A Review and Assessment of the Impact of Non‐Attribute‐Based Brand Beliefs on Buyer's Attitudinal Loyalty

Business‐to‐business branding has received increasing attention from researchers in the last few years. Nonetheless, there is no agreement on the relative contribution of a brand versus an offering's functional attributes to the industrial buyer's preferences. Drawing on models from the business‐to‐consumer context, this paper demonstrates that non‐attribute‒based brand beliefs are predictors of hedonic outcomes as measured by industrial buyers' attitudinal loyalty, while attribute‐based brand beliefs are not. Moreover, the moderating role of the buyer's level of knowledge for the value‐generating process is identified, suggesting that the impact of non‐attribute‒based brand beliefs on attitudinal loyalty is greater for buyers with a low level of knowledge. Copyright © 2012 ASAC. Published by John Wiley & Sons, Ltd.     

Stress,coping and consumer preferences: a two‐way transitional event history analysis

More than 20 years ago, Andreasen suggested the importance of studying life status changes for understanding a consumer’s likelihood of changing his or her preferences, attitudes and behaviours. The present study attempts to further advance this approach by providing a conceptual framework within which future research can be conducted. It also suggests the utilization of newly developed statistical techniques congenial to studying changes in behaviours and preferences over time. Cross‐sectional and longitudinal data are used to fill gaps in previous research and demonstrate the value of this approach. While Andreasen’s data revealed a significant negative relationship between stress due to life status changes and brand preference changes when subjected to conventional analysis, the two‐way transitional event history analysis of our data yielded a significant positive relationship between the two variables. The results suggest that when a consumer experiences high levels of stress, he or she is likely to engage in subsequent consumption‐coping behaviours which include changes in brand preferences.     

Impact of Giving on Self and Impact of Self on Giving

Recent research suggests that consumers are spending billions of dollars in interpersonal and self‐gifting and yet, there is limited research regarding the giver's role of self and how this influences the choice of gift. Because self is so intertwined in both types of giving, the research reported here explores if different dimensions of the malleable self will be activated in various gift‐giving contexts, depending upon the receiver and the occasion of the gift. Testing a conceptual model that for the first time combines both types of giving, this research uses three studies to explore how the gift‐giving context can act as a situational cue and make accessible a particular view of the self, namely the giver's gender identity and self‐construal to motivate choice of gift. Results suggest a new paradigm for considering consumer gift behavior and have theoretical and practical implications for advertising, selling, and other marketing contexts.     

奖励类型与调节聚焦对顾客推荐意愿的影响研究

文章旨在研究推荐奖励计划中奖励类型（享乐性赠品和实用性赠品）和调节聚焦（趋进型和规避型）对顾客推荐意愿的影响。结果表明：在推荐奖励计划中,具有不同调节聚焦属性的顾客,其推荐意愿也存在差异。具体来说,与规避型顾客相比,趋进型顾客的推荐意愿较高。此外,调节聚焦与奖励类型对顾客推荐意愿存在交互作用。具体来说,对于趋进型顾客来说,与实用性赠品相比,当奖励为享乐性赠品时,其推荐意愿较高;而对于规避型顾客来说,与享乐性赠品相比,当奖励为实用性赠品时,其推荐意愿较高。最后,文章为企业制定推荐奖励计划提出了几点建议。     

A guide map to the terrain of gift value

This article integrates a broad range of gift‐giving literature into a conceptual framework that puts the all too often overlooked construct of personal value at its core. Although there have been substantial contributions from the fields of anthropology, sociology, economics, and consumer behavior, efforts to model gift giving have failed to put the value of the gift‐giving experience at the center of the exchange. Within this article, a model of the gift‐giving experience that overcomes this critical shortcoming is proposed. The model establishes clear categories for breaking the giving process into easily examinable elements, and it is argued that although the concept of value is not a simple one, it should be central to any examination of the gift‐giving phenomenon. © 2001 John Wiley & Sons, Inc.     

Can a Celebrity Serve as an Issue‐Relevant Argument in the Elaboration Likelihood Model?

While celebrity endorsement has been traditionally perceived as a peripheral cue in the elaboration likelihood model, several conceptual studies suggest otherwise that it may play a significant role in delivering issue‐relevant information when celebrity–product congruence exists. The current study provides empirical evidence that a celebrity indeed serves as an issue‐relevant argument by investigating the interaction effects between endorser–product congruence and product involvement on consumer responses in two different match‐up conditions. Moderated regression analysis results indicated that product involvement strengthened the effect of expertise‐based endorser–product congruence on consumer responses. However, the relationship between attractiveness‐based endorser–product congruence and consumer responses generated insignificant results. Research findings entail that a celebrity persuades consumers through the central route when the expert image in particular fits well with the endorsed product. Further analyses indicated that attitude toward the brand mediated the relationship between attitude toward the advertisement and purchase intention in both match‐up environments.     

A Gender‐Aware Study of Self‐Leadership Strategies among High‐Growth Entrepreneurs

We apply a gender‐aware framework to examine the self‐leadership strategies men and women early stage high‐growth entrepreneurs employ as they develop innovations. Utilizing a matched‐pair sample of early stage entrepreneurs operating firms in high‐technology business incubators, our results suggest that female and male entrepreneurs have significantly different self‐goal‐setting and self‐cueing behaviors. Results also suggest male entrepreneurs who use stronger goal‐setting behaviors increase their intellectual property development to a greater extent than female founders. Further, for female entrepreneurs who use greater self‐cueing, the negative relationship realized with intellectual property development is lower than for male entrepreneurs.     

The Effect of Consumer Multifactorial Gender and Biological Sex on the Evaluation of Cross‐Gender Brand Extensions

Introducing cross‐gender brand extensions—masculine or feminine brands that extend to the opposite gender—is a growing trend on the marketplace, though not always a successful one. This research examines the effect of consumer multifactorial gender and biological sex on consumers’ evaluation of cross‐gender brand extensions. The influence of gender role attitudes is demonstrated: consumers with traditional gender attitudes are significantly more reluctant to accept these extensions than consumers with more liberal attitudes. Hence the extensions have a negative impact on the subsequent attitude of the former group toward the parent brand, contrary to their effect on more egalitarian consumers. No significant impact of the consumer's biological sex, gender identity, or sexual orientation is identified. The theoretical and managerial implications of these findings for the development of cross‐gender brand extensions are discussed.     

Attachment orientations in business‐to‐business relationships

Attachment theory has produced an impressive body of evidence for explaining individual differences in personal relationship behavior. The current study examines whether attachment theory can be fruitfully extended to business‐to‐business relationships. Hypotheses about the impact of personal attachment orientations on key relationship constructs are developed and empirically tested in two business‐to‐business relationships. Customers who are securely attached in their personal relationships with their romantic partners experience higher levels of satisfaction, trust, and repurchase intent in their business‐to‐business relationships. In addition, an attachment scale that is specifically tailored for a business‐to‐business context is developed. Two dimensions of business attachment are empirically derived: secure business attachment measures the ability and willingness to rely on the business partner, and close business attachment measures the desire to develop personal bonds with a business partner or its employees. The two business attachment dimensions can be used to segment customers with respect to their intrinsic retainability and their preference for personal bonding with their business partners. © 2009 Wiley Periodicals, Inc.     

Consumer workers as immaterial labour in the converging media markets: three value‐creation practices

This paper takes a practice‐based approach to consumer studies and focuses on the strategic and productive roles that consumers play as immaterial labour or consumer workers in the converging media markets. Based on a case study of a print media organization and its customers, the aim is to discuss the collaborative practices through which value is created in the market. By means of a textual analysis of online and interview data, three value‐creation practices are abstracted and illustrated: constructing a sense of belonging and collective identity, mutual helping and peer support, and building pride and self‐respect. Overall, the paper suggests that in global media environments, consumer‐customers are playing increasingly significant strategic roles in the practices and processes through which value is co‐created in the market. It is therefore concluded that the idea of consumers, and media audiences in particular, as recipients of communication and targets of marketing activities needs to be problematized and the dynamic strategic roles that consumers currently play in the market need to be acknowledged and actively incorporated into the business praxis of media corporations.     

Does gender influence managers’ ethics? A cross‐cultural analysis

The relationship between gender and ethics has been extensively researched. However, previous studies have assumed that the gender–ethics association is constant; hence, scholars have seldom investigated factors potentially affecting the gender–ethics association. Thus, using managers as the research target, this study examined the relationship between gender and ethics and analyzed the moderating effect of cultural values on the gender–ethics association. The results showed that, compared with female managers, their male counterparts are more willing to justify business‐related unethical behaviors such as bribery and tax evasion, and that the gender difference in ethics becomes more pronounced under the cultural dimensions of collectivism, humane orientation, performance orientation, and gender egalitarianism. This study used data obtained through surveying 2,754 managers in 27 nations.     

Cognitive Lock‐In Effects on Consumer Purchase Intentions in the Context of B2C Web Sites

The perspective of power law of practice and human capital model asserts that cognitive search costs, cognitive transaction costs, and cognitive switching costs are three lock‐in mechanisms that a business‐to‐consumer (B2C) Web site holds to retain customers. Whether the ability of customer value or the lock‐in mechanism is more dominant for retaining online shoppers has received recent attention, but remains unresolved in the literature. This study sheds light on perceived value and cognitive lock‐in to develop a research model to predict consumer purchase intentions. Empirical results obtained from a survey of customers of a B2C Web site are used to examine the proposed model. Implications of cognitive lock‐in and product cues for increasing purchase intentions are also discussed.     

Vaping Viewpoints: A Multi‐Segment Understanding of E‐Cigarette Risk Perceptions

Electronic cigarettes (e‐cigarettes) are battery‐operated devices used to deliver nicotine by vapor and are positioned as a safer alternative to traditional tobacco cigarettes. As a recent entrant to the market, little is known about how consumers perceive the health risks of these devices, raising the question of whether consumers are making informed product adoption and use choices. Study 1 evaluates different consumer usage segments (vapers, smokers, dual users, and nonusers) in terms of their level of perceived risk. Study 2 examines how different groups of consumers' risk perceptions are influenced by on‐ad warning labels. Results show that vapers operate as a distinct consumer segment with lower perceptions of harm than other segments, although illustrate greater likelihood to respond to health messaging and on‐ad warning information.     

Optimal timing to invest in e‐commerce

The timing of investment in e‐commerce remains hotly debated in both the academic and investment communities. This study develops a framework for analyzing the optimal timing for a company to invest in e‐commerce for conducting its business‐to‐business (B2B) or business‐to‐consumer (B2C) transactions. This study applies a real option theory to assess a new risk–reward dynamic for investing in e‐commerce. The numerical results demonstrate that the optimal timing of investment in e‐commerce depends on uncertainties regarding future cash flows and the opportunity costs associated with e‐commerce. Implications with regard to the behavior of Internet companies from a financial perspective are discussed. © 2006 Wiley Periodicals, Inc.     

Are your consumers variety seekers? The moderating impact on the effectiveness of free gift promotions vs. price discounts

The purpose of this paper is to assess the effect of consumers’ variety-seeking tendency on their preference for monetary versus nonmonetary promotions (i.e. a price discount versus a free gift, respectively) and to identify possible reasons for this preference. A sample population of 150 students was surveyed. The research employed a 2 (discount/free gift)?×?2 (high variety seeking/low variety seeking) between-subjects design. A two-way ANOVA was applied to analyse the effects of the promotion frame and variety seeking on perceived transaction value. The ANOVA revealed a general consumer preference for a free gift over a price discount. This outcome is moderated by the variety-seeking tendency of the consumer; that is, repetitive consumers prefer a price discount, but variety-seeking consumers favour a free gift. This study gives managers insights into the issue of what kind of price promotion is most effective under which circumstances, namely for which type of consumer segment. The practical implications of our findings recommend that if the targeted consumer segment is variety-seeking, a free gift may be optimal, yet if the target segment represents returning customers, a price discount yields better results. If no clear assignment of consumers to either segment is possible, a free gift is the preferred option.