Understanding voter orientation in the context of political market orientation: is the political customer king?

Abstract

This article develops a conceptual framework and measurement model of political market orientation (PMO). The relationships between different behavioural aspects of PMO and the attitudinal influences of such behaviour are analysed, and the study includes structural equation modelling to test several hypotheses. While the results show that political parties focus on several different aspects of market-oriented behaviour, especially using an internal and societal orientation as cultural antecedents, a more surprising result is the inconclusive effect of a voter orientation on PMO. This lends support to the argument of ‘looking beyond the customer’ in political marketing research and practice. The article discusses the findings in the context of the existing literature on political marketing and commercial market orientation.     

Barriers to Marketing Development in the Barristers’ Profession

This paper focuses on the marketing of professional services, and on the very specific context of barristers in the British legal professions. We examine the background provided by this sector of professional services, and then present the results of a set of qualitative investigations into the role of marketing as it is perceived by members of this profession, and identify a series of perceived by members of this profession, and identify a series of considering the implications of our findings for how marketing concepts can be productively employed in this area of activity and the needs for conceptual as well as practical extension, but remain largely pessimistic about the current prospects for extending marketing activities into the area of barristers’ marketing.     

Antecedents of supermarket formats’ adoption and usage: A study in the context of non-western customers

This research deals with the process of food retailing modernization—the process through which supermarket formats (supermarkets and hypermarkets) diffuse, replace traditional retail formats and gain market share. The study first divides the process into three components (diffusion, adoption, and usage of supermarket formats), then, through two independent studies, we apply an empirical framework that identifies factors motivating format adoption and usage in the context of non-Western countries. The empirical results, utilizing two surveys involving 961 respondents, indicate strong evidence for most of the hypotheses drawn from the theoretical framework. Specifically, among other findings, the analyses reveal that consumer economic abilities and format outputs comprise key factors affecting format adoption. However, the impacts of these factors vary among the populations in the study. The findings also point to the significant effects of three variable sets on the extent of supermarket use among the adopting consumers regardless of their economic status. These variables include format outputs, religious variables and ethnic-cultural attributes related to food consumption patterns of Muslim-Arab consumers. The article closes with managerial implications and future research.     

Can the label ‘member’ in a loyalty program context boost customer satisfaction?

ABSTRACT

This study examines if labeling customers as ‘member’ versus ‘non-member’ in the context of a firm’s loyalty program can influence the customers’ evaluations of the firm. It was assumed that firms’ membership-related labels, which typically are euphemisms in relation to the mere discounts offered by many loyalty programs, can (a) prime customers so that positively charged content in a general member category is activated, and that (b) this content can have a positive impact on evaluations of firms with loyalty programs. An experiment showed that evoking customers’ membership status resulted in a higher level of sense of belonging, and higher customer satisfaction, for members than for non-members. Sense of belonging mediated the impact of evoking membership status on customer satisfaction. A second study confirmed that the content of customers’ general member construct is indeed associated with sense of belonging and satisfaction.     

Is there a relation between religiosity and customer loyalty in the Chinese context?

The prevalent and complicated religiosity inside Chinese consumer makes it interesting but difficult to investigate the relation between their religiosity and consumer behaviour. Based on the marketing and psychology background in the Chinese context, this study explored the relationship between Chinese religiosity and their customer loyalty. Cross‐sectional survey data and statistical methods were used to compare customer loyalty under different levels of religiosity. The results reveal significant and positive differences of customer loyalty among consumers with different extent of religiosity in most product categories. This study puts forward a new perspective for marketers to predict and develop loyal customers, even to promote marketing segmentation and customer value.     

Marketing’s roles in innovation in business-to-business firms: Status, issues, and research agenda

A project funded by the Institute for the Study of Business Markets to develop an understanding of the current state of business-to-business marketing and a research agenda for the field identified a lack of understanding of how the marketing function can or should best contribute to firms’ innovation efforts as the top priority. A workshop of senior academics and research-oriented practitioners explored this topic further, identifying four specific themes: (1) improving customer needs understanding and customer involvement in developing new products, (2) innovating beyond the lab, (3) disseminating and implementing research findings in firms, and (4) marketing’s overall role in innovation. This article defines these themes, sketches the current status of knowledge about each theme, frames practitioners’ issues with them, and proposes research agendas for each theme to move the field forward. The goal is to encourage rigorously executed academic research that can also help firms innovate more successfully.     

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Abstract

Employing scenario-based experiments, this paper examines the effect of word of mouth (WOM) on the sender’s intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers self-enhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour. Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than that of positive WOM.     

Formal voice mechanisms and portfolio career workers’ prosocial voice in Japan and Korea: the mediating role of managers’ issue-related leadership activities

ABSTRACT

This study analyses the relationship between formal voice mechanisms and prosocial voice among portfolio career workers (PCWs) in Japan and Korea. We particularly focus on the leadership activities of managers as human resource management agents and issue sellers. Under similar conditions, data on 400 and 409 PCWs in Japan and Korea, respectively, are gathered through web-based longitudinal surveys conducted in 2017 and 2018. The findings are threefold. First, when PCWs perceive that formal voice mechanisms are activated, they also rate the levels of their managers’ issue-related leadership activities more highly. Second, when PCWs evaluate the issue-related leadership activities of managers as being at a high level, they perceive that employment relations are based on a social exchange relationship. Third, when PCWs perceive employment relations based on a social exchange relationship, they provide their prosocial voice more actively. These results are discussed relative to the internal labour market models of Japan and Korea.     

Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games

Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player’s processing of brands advertised in that game. To examine the effects of contextual advertising in games, the present article affords two independent experiments investigating how positive and negative game contexts influence players’ memories and attitudes with respect to brands advertised via billboards in games. Drawing from literature on the limited capacity model, the authors demonstrate that positive and negative game contexts decrease brand memory since they require a high level of cognitive effort. The authors also find that varying a game context influence the perception of brands advertised in the game via the contextual priming mechanism and that positive contexts generate more positive brand attitudes than negative or neutral contexts. The findings have important implications for consumer researchers and marketers, as they indicate how contexts in games can be utilized to establish brand awareness and increase positive brand perceptions in contextual advertising using games.     

The lure of the sorcerer: Consumers’ consumption meanings in the context of trading card games

This article examines the consumption experiences of consumers of trading card games. Fourteen depth interviews illuminate the emic and etic meanings that exist for two key groups of trading card game players – hobby players and expert tournament players of the trading card game, Magic. An etic framework is then derived that analyzes these perceptions in the context of issues related to collective dramatizations of leisure consumption and the social self. Findings show marketers how consumers use their imaginations especially for mythic consumption.     

How money priming affects consumers in an advertising context: the role of product conspicuousness and consumers’ signalling needs

ABSTRACT

Effects of money priming on basic psychological processes are well established in the literature. However, research that investigates money priming in an advertising context is scarce. This article presents two empirical studies examining consumer reactions after being primed with money and exposed to advertisements presenting either conspicuous or non-conspicuous products. Consumer reactions were investigated with respect to their attitude towards the ad, product evaluation and signalling needs. The findings indicate that the evaluation of a conspicuous product, and the respective ad promoting it, benefit from money priming while the evaluation of a non-conspicuous product is not affected. Moreover, money priming elicits signalling needs in situations where consumers are confronted with conspicuous products. Our moderated mediation models show that these signalling needs mediate the positive effects of money priming in conspicuous situations.     

The role of national institutions in the effects of consumers’ perceived customer orientation and firm innovativeness

Many multinational corporations force global customer orientation and firm innovativeness. However, little is known about how or why they benefit from perceived customer orientation and firm innovativeness in one country but not in another. The authors fill this gap by referring to information processing and institutional theories. They contribute to research by analyzing the roles of country development and dimensions of national culture in the direct and indirect effects of perceived customer orientation through firm innovativeness on consumer product purchase intention across 53 countries. The results of multilevel structural equation modeling show different explained variances of the institutions and varying moderations for the differently strong effects of perceived customer orientation and firm innovativeness. Institutional theory strongly complements behavioral theorizing. The findings have direct implications for managers interested in understanding how perceived customer orientation and firm innovativeness interact and attract consumers in different country contexts.     

Impact of market orientation on firm’s customer-based performance: the moderating role of employee orientation

ABSTRACT

In this paper, we examine the influence of employee orientation (EO) on converting constituent dimensions of market orientation (MO) into customer-based performance (CBP) and consider the robustness of these relationships in the context of firm age and size. Based on a sample of 410 mid-to-senior-level managers working in UK service industries, we find that all three dimensions of MO positively influence CBP. While highlighting the utility of employing a multidimensional approach to evaluate the customer-based outcome of MO implementation we highlight the nuanced role of EO in strengthening the MO–performance relationship and emphasise the crucial role employees play in implementing different strategic orientations in a perceivable way to customers.     

Relationship Marketing and Repurchase Intention in Ghana’s Hospitality Industry: An Empirical Examination of Trust and Commitment

Globally, the hospitality industry ranks as one of the most competitive business sectors, with competing organizations relying on a cocktail of strategies such as relationship marketing to stay relevant, and attract and retain customers. This article examines how relationship marketing impacts trust, commitment, and repurchase intension of customers in the Ghanaian hospitality industry. The data collection questionnaire was administered to 167 randomly selected customers at a four-star hotel in the Accra metropolis. The data analysis used structural equation modeling to ascertain the significance of the relationship that exists between trust, commitment, and customer repurchase intension regarding the relationship marketing practices of hoteliers in Ghana. The findings show a positive and significant relationship between trust, commitment, and repurchase intension. The study also revealed that commitment partially mediates the association between trust and repurchase intension. This implies that both trust and commitment are necessary to attain repurchase and, eventually, loyalty.     

Chinese employees’ leadership preferences and the relationship with power distance orientation and core self-evaluation

Informed by implicit leadership theories, this study investigates contemporary Chinese employees’ preferences for paternalistic leadership (including three components: moral leadership, benevolent leadership and authoritarian leadership) and transformational leadership. It further examines the relationship between power distance orientation, core self-evaluation (CSE) and leadership preferences. The study finds that contemporary Chinese employees most prefer moral leadership, but are also highly receptive to transformational leadership. They prefer authoritarian leadership least. Moreover, preferences for authoritarian leadership are predicated on followers’ power distance orientation. However, the opposite is true for moral leadership. CSE is positively related to followers’ preference for authoritarian leadership, benevolent leadership and transformational leadership, but not except for moral leadership. A positive interaction effect is found between power distance orientation and CSE with regard to authoritarian leadership preference. The theoretical and practical implications of the findings are discussed.     

Customers’ emotions in service failure and recovery: a meta-analysis

Marketing Letters - Customers’ emotions have emerged as a dominant dimension in the complaint-handling domain. This research provides a quantitative synthesis of the role of emotions...     

‘Activists in a Suit’: Paradoxes and Metaphors in Sustainability Managers’ Identity Work

Both sustainability and identity are said to be paradoxical issues in organizations. In this study we look at the paradoxes of corporate sustainability at the individual level by studying the identity work of those managers who hold sustainability-dedicated roles in organizations. Analysing 26 interviews with sustainability managers, we identify three main tensions affecting their identity construction process: the business versus values oriented, the organizational insider versus outsider and the short-term versus long-term focused identity work tensions. When dealing with these tensions, some interviewees express a paradoxical perspective in attempting to accept and maintain the two poles of each of them simultaneously. It emerges in particular that metaphorical reasoning can be used by sustainability managers in varied ways to cope with the tensions of identity work. We read these findings in light of the existing literature on the relation between paradoxes and identity work, highlighting and discussing their implications for both research and practice.     

“Where the East Kisses the West”: Marketing Convergence and Divergence in the New Europe Editorial to the Special Section

This special section contains articles based on selected papers presented during the 7^th EMAC Regional Conference hosted by the School of Economics and Business, University of Sarajevo, Bosnia and Herzegovina in 2016. Following the double-blind review process, 14 best articles qualified for publication in this special section. Apart from the articles tackling the issues in emerging markets, a broad range of different topics, ranging from consumer journey and international branding to strategic issues are also included in this special issue.     

Parallel imports and piracy in a North–South model

We consider welfare effects of parallel imports under a possibility of piracy, by constructing a model where a monopoly firm sells its product in a developed country and in a developing country. We show that parallel imports do not always make the firm worse off and consumers better off. Sometimes parallel imports benefit both the firm and consumers, irrespective of the existence of piracy. However, piracy makes parallel imports more preferable to consumers and less preferable to the firm. We also suggest that a developing country’s policy on piracy can be internationally coordinated with a developed country's policy on parallel imports, so as to improve the welfare of these countries.