Brakes to organic market enlargement in Spain: consumers’ and retailers’ attitudes and willingness to pay

In Spain, consumption of organic products has not kept pace with production. Up till now, foreign markets have been a natural destination for excess supply. However, world trade liberalization might cause important commercial problems to Spanish producers that could be partially solved by enlarging the domestic market. The goal of this paper is to assess the opportunity for such enlargement focusing on two main aspects: consumers’ and retailers’ attitudes and willingness to pay for organic products. Concerns about health, natural diets or environmental issues could stimulate consumption, while retailing dynamism and competition to gain new market segments might favour distribution. Both aspects are investigated through two surveys addressed to consumers and retailers in two Spanish towns. The results confirm that only a small proportion of consumers and distributors show attitudes that might favour demand expansion. The most sensitized segments are willing to pay more for organic products, but this premium is still very far from the prevailing gap between conventional and organic food products.     

Determinants of consumers’ aesthetic responses to Point‐of‐Purchase materials

The four‐dimensional nature of the Kaplans’ model of aesthetic response to images was tested on Point‐of‐Purchase (POP) material. It was found that only two robust dimensions emerged in the analysis, Clarity and Mystery. These however, had a significant influence on the subjects’ rating of the POP’s attractiveness. Path analysis suggested each of these dimensions was independent of the other. The implications of the findings are discussed and possible future areas of research identified.     

The role of interdependent self-construal in consumers’ susceptibility to retail salespersons’ influence: A hierarchical approach

Based on a sample of 300 consumers, this paper develops and tests a hierarchical model that examines the effect of interdependent self-construal on consumers’ susceptibility to salespersons’ influence. Structural equation modeling shows that the relationship between the two constructs is mediated by several situational factors via two prediction paths. Along one path, interdependent self-construal positively affects consumers’ susceptibility to interpersonal influence, which is positively connected to consumers’ susceptibility to salespersons’ influence through the mediation of consumers’ susceptibility to store atmosphere influence. Along the other path, interdependent self-construal is positively correlated with public self-consciousness, which is then positively associated with consumers’ susceptibility to salespersons’ influence. Discussions on theoretical, practical and future research implications are provided.     

An experimental investigation of the Egyptian consumers’ attitudes towards surrealism in advertising

This study investigates Egyptian consumers’ attitudes towards surrealism in advertising held by a sample of 976 participants. An experimental approach was taken to establish the interaction between Surreal advertisements and product category attitudes. This interaction was found to be statistically significant. A 2 × 2 anova was conducted to evaluate the effect of sex on attitudes towards surrealism in advertising. The results indicated a significant interaction between advertisement type and sex. However, the impact of surrealism in advertisements on persuasion, as measured by consumers’ attitudes towards the advertisement and brand, was not found to be moderated by consumers’ social class/income. These results lend strong support to the advertisement adaptation hypothesis and suggest that advertisements produced in one country cannot be standardized or directly translated for use in another, particularly if they are culturally different.     

Sales associate's appearance: Links to consumers’ emotions, store image, and purchases

Within the context of S–O–R framework, we examined whether consumers linked aspects of sales associate's appearance to their emotions, to the store's image, and to their purchases. Data was collected from undergraduates (n=65). Participants were asked to complete a questionnaire immediately after completing a shopping trip for apparel, shoes, or accessories in a specialty or department store. Participants noted being influenced by associate's appearance as reflected in their appearance-oriented comments and their evaluative comments. Associate appearance cues referenced by participants varied depending on whether participants were asked about their emotions, store image, or their purchases.     

Gender differences in Egyptian consumers’ green purchase behaviour: the effects of environmental knowledge,concern and attitude

This study investigates the influence of three cognitive and attitudinal factors on gender differences in green purchase behaviour. Using a large sample size (n = 1093), a survey has been developed and administered across Egypt. The findings from the multivariate analysis of variance (MANOVA) confirm the influence of consumers’ ecological knowledge, concern and attitude on gender differences in green purchase behaviour. Consistent with previous studies, this study found that women appeared to be less aware of environmental issues compared with men. However, contrary to other studies conducted in the West, men showed more environmental concern and more positive outlook towards green purchase compared with women. The study discusses how the present findings may help policy makers and marketers alike to fine‐tune their environmental and marketing programmes.     

体验营销出奇制胜

<正> 商家在竞争中与趋同化、大众化战略形成对比的是巧用体验营销的方式为顾客提供独特的“体验”以取得出奇制胜的效果。“星巴克咖啡(Starbucks Coffee)”是目前体验营销运用的成功案例,让我们来看看星巴克取胜的秘诀: 从1971年西雅图的一间小咖啡屋发展至今成为国际最著名的咖啡连锁店品牌,星巴克的成长可称     

Social marketing meets interactive media

Advertisers involved with social marketing are beginning to recognise the sea change that is coming due to the spread of interactive media usage throughout many subpopulations of interest. Unfortunately, models of how social marketing theory and practice shold evolve have not been forthcoming, severely limiting the development of appropriate media usage strategies. This paper seeks to resolve this dilemma, in part, via discussion of how social marketing goals and objectives are challenged and advanced in this new environment. Advertisers must face inherent opportunities and challenges, as failure to do so will leave social agendas unfinished or unresolved, particularly as new and younger generations become principal targets.     

手机互动体验营销的时代来临

把消费者的体验深入到市场营销的领域中,体验到消费者的内心,让消费者发自肺腑的认知你的产品,就是市场营销的成功,是真正深入营销。如今体验营销已经进入了手机互动营销的时代,体验营销即是企业在市场中与顾客发生服务与被服务的那个过程。     

Integrated marketing as management of holistic consumer experience

In a bid to combine the two major perspectives (strategic communications and strategic brand management) of Integrated Marketing Communications (IMC), this article proposes a Holistic Consumer Experience Management framework. According to the framework, the key mission of IMC is to effectively manage the mediated impression of and the direct encounter with the brand, so that synergism ensues among all the interrelated elements of IMC, including research and development, manufacturing, price formulation, channel arrangement, consumer service management, marketing message construction, and communication program execution. As such, IMC is capable of enhancing the holistic consumer experience and creating a holistic brand value structure, which can unite the consumer's sensory, emotional, social, and intellectual experiences in a new and positive way.     

Social inclusion as a marketing ethics correlate

The author examines, in the context of Litwin and Stringer's (1968) operationalization, the influence of social inclusion (organizational warmth and organizational identity) as a marketing ethics correlate. The results indicate that both organizational warmth and organizational identity underlie marketing professionals' ethical behavior. Furthermore, the influence pattern for each variable is consistent witha priori hypothesis.Ishmael P. Akaah is Associate Professor of Marketing at Wayne State University. His articles have appeared in theJournal of Marketing Research, Journal of Advertising Research, Journal of Health Care Marketing, Journal of Business Research, International Marketing Review, Journal of Global Marketing, Journal of Business Logistics, Journal of the Academy of Marketing Science, Journal of Macromarketing, Journal of Direct Marketing, Journal of Business Ethics, Proceedings of the American Marketing Association, and elsewhere. His current research interests include consumer decision processes, marketing ethics, and international marketing strategy.     

Transfer of marketing knowledge: The teaching company experience

The Teaching Company Scheme, which brings Higher Education and manufacturing industry together in the UK, has as one of its principal objectives graduate training. Some 65 Teaching Company Programmes have been identified which have a marketing component and details of these are presented. The evolution of the scheme is discussed and personal experience of Lancaster University Programmes is presented and reflected upon using ideas from general systems theory and experiential learning. Operational issues in running a Teaching Company Programme are considered and factors associated with programme success identified.     

The effects of experience and education on the organization of marketing knowledge

This research investigates changes in the cognitive organization of marketing knowledge as experience and education increase. In the first of two studies, marketing managers and marketing students were asked to sort terms from an introductory marketing text into groups of related concepts. In the second study, the same managers sorted terms specific to their corporation into groups of related concepts. Unbeknownst to the subjects in both studies, there was an underlying functional structure to the terms. The organization of marketing knowledge corresponded more closely with the expected structure as education increased and, to a much greater extent, as experience increased. Implications of the results for exploiting managerial expertise and for training managers are discussed. © 1993 John Wiley & Sons, Inc.     

体验营销,让利润在体验中增值

如今,“体验“二字深入“企心”。大到一套房子,小到一颗果糖,企业营销无不行“体验”之策,各行各业无不做自解的“体验”之事。     

Key business dilemmas & the marketing remit in business-to-business marketing services

Various studies examining the business trends and utilisation of marketing techniques have been undertaken by the authors in many fields of marketing services, including advertising, public relations and strategic marketing consultancy. Recently, these findings have been updated through a survey of practitioners' views. From these findings, this paper first explores the core underlying business trends and key resulting marketing issues facing these providers of marketing services. The discussion then expands to examine how these businesses themselves utilise the marketing toolkit, benchmarking current practices against the ‘textbook’ view of good marketing endeavour. For these providers of marketing services the understanding and use of marketing per se differ quite significantly, but all acknowledge the need to improve their own strategic and tactical marketing practices.     

Social marketing: Conceptual and pragmatic observations from a current Australian campaign

In this paper the authors discuss the meaning of social marketing and its essential differences from “conventional” marketing. Further, by reference to a current campaign which seeks to maximize adoption by medical general practitioners of an “early intervention” package to prevent development of alcohol‐related problems in patients, the authors discuss the merits of the application of social marketing principles to such a public health campaign. The difficulties experienced in both the application of social marketing principles to this campaign and in empirically assessing the effectiveness of this and similar campaigns are also discussed. The authors conclude that, although the validity of social marketing as a theoretical construct is unimpeachable, there is much further work to be done in establishing empirically the effectiveness of the application of the principles of social marketing as a social change strategy.     

Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes,Intent, and Behavior

The present study integrated the theory of planned behavior, technology acceptance model, and Palka et al.'s (2009) viral marketing model to examine U.S. consumers’ online video sharing attitudes, intent, and behavior. Two online surveys of 318 U.S. college students and 370 U.S. general consumers were conducted consecutively in April 2012 and May 2012 to strengthen the study's reliability and validity. Results show that perceived pleasure and cost served as important predictors of online video sharing attitudes among college students and general consumers. Their intent to share online videos was predicted by perceived pleasure and normative influences, attitudes, and social media use. The number of online videos they shared was determined by online video consumption, intenteh, normative influences, and social media use. Sharing of online videos is different from sharing other online content in that perceived utilities and behavioral control do not really matter. The findings carry important implications for academic researchers, online marketers, and video publishers.