Quantifying the positive effects of sponsor level,length, prominence and relatedness on recall and residual recall rates over time

This study is the first multi-year examination of the relative influence of the four main variables said to influence sponsorship recall. Sponsor recall data were collected from season ticket holders (STHs) of 10 professional sports teams, over periods ranging from 3 to 5 years per team. Across those teams and over that time, 309 sponsor–team relationships were examined, and sponsor recall data from over 117,000 individual STHs were collected. Sponsorship length and level were shown to have the strongest impact on recall, followed by relatedness and prominence. These variables affected both the recall of current sponsors and the decay rates of residual recall following the end of a sponsorship. The average rates of sponsor recall growth and decline have been derived from these data, giving managers a tool by which to benchmark sport sponsorship recall performance.     

Marketing skills: Critical issues in marketing education and training

A central issue marketing educators and trainers need to address concerns the appropriateness of their courses and whether they develop the skills that prospective employers value. This paper reports on an attempt to document those skills and to examine the extent to which they are unique to the field of marketing. Four strands of research are reported on: a literature search based on the Social Science Citation Index; a review of advertisements for marketing personnel; a content analysis of a publication containing commentaries from graduates on their experiences in marketing posts; and a survey of employers.

In carrying out this research, it became clear that there was a dearth of well articulated and considered thought on the issue of marketing skills. Behind a rhetoric that depicts employers as knowing and discriminating, the emergent reality was of a group which had no clear idea of the particular skills which they needed in marketing personnel. Perhaps even more worrying is the extent to which employers cannot distinguish between the performance of marketing and non‐marketing trained entrants to their companies either at the stage of recruitment or when they are in post.

Academics and employers are involved in an exchange but the success of that exchange is in some doubt. In conclusion we seek a more active dialogue between the two parties to ensure improvement in the relationship which can only lead to more efficient and effective education and training.     

Application of consumption and income data to policy issues,with special reference to women

This study provides an overview of how data on household consumption and income may be collected and used to help decision-makers in designing programmes and policies that promote social and economic development. Special attention is given to methodologies for accurately portraying the participation of women in consumption and consumption-related activities.     

Matching Temporal Frame,Self-View,and Message Frame Valence: Improving Persuasiveness in Health Communications

This work examines the interplay between temporal frame and one's accessible self-view on consumer response to health communication. We find an independent self-view is more persuasive with a distal temporal frame (versus proximal frame), and an interdependent self-view is more persuasive with a proximal temporal frame (versus distal frame). Message frame valence (gain versus loss) moderates the interplay between temporal frame and self-view. In addition, message concreteness and message persuasiveness are revealed as mediators to the interplay between temporal frame and self-view. Interestingly, the mediating process varies depending on one's accessible self-view. These findings offer guidance for health communication marketers' use of temporal frames and self-view.     

Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.     

Product recall,brand equity,and future choice

Abstract

The number of major product-recall incidents involving established brands have increased markedly over the last few years. Although the direct costs have been evaluated in these cases (typically in the millions), the indirect costs to brand equity and subsequent loss of market share are harder to evaluate. This paper applies a simulated multistage choice-based experiment to assess the impact of hypothetical product-recall experiences on brand-equity measures and, importantly, future brand choice. Contrary to some evidence, we find that product-recall experience has greater negative impacts for established strong brands than weaker non-established brands. Additionally, attributes of product recall such as the seriousness of the recall problem and speed of recall announcement impact on pre- and post-recall differences in consumer evaluations of brand equity. Differences in brand-equity evaluations for the established strong brand significantly affect post-recall choice.     

Olfactory priming on consumer categorization,recall, and choice

Consumer choices are mostly regulated by pleasurable experiences that arise outside of the individuals' awareness in response to sensory attributes. This research examines the unconscious mechanism underlying consumers' behavior in response to odors applying the priming approach. Five experiments show that individuals' responses to odors involve two mechanisms, one affective (affective priming) and one associative (semantic priming) that impact consumers' categorization, recall, and choice. We found that when individuals perceive an odor as pleasant, their memory for odor-congruent brand logos (Experiment 1), and categorization of odor-congruent visual objects (Experiment 2) is improved. Unpleasant odors, instead, improve the categorization of odor-congruent visual objects only when they are made salient (Experiments 3 and 4). A pleasant odor diffused in the environment also drives consumers toward odor-congruent choices (Experiment 5), providing evidence that the incidental exposure to odors may induce affective and semantic associations with unrelated objects and behaviors. We also demonstrate that olfactory cues might be more effective than other modality (visual) stimuli to drive consumer responses. An implication for marketing is that odors employed in retail settings not only may induce an experience of pleasure but also promote specific consumer responses, such as categorization, recall, and choice.     

Incompetency training: Theory, practice, and remedies

“Incompetency training” includes formal and informal instruction that consciously (purposively) or unconsciously imparts knowledge, attitudes, beliefs, and behavior (including procedures) that are useless, inaccurate, misleading, and/or will lower performance outcomes of the trainee versus no training or training using alternative training methods. “Imparts” in the definition refers to exposing a trainee to incompetency training; such exposure is not a guarantee that the training increases the trainee's incompetence. This editorial is to stimulate research interest among scholars in incompetency training theory, evidence, and the efficacy of remedies. The editorial offers an early workbench model of incompetency training theory. The theory includes the proposition that executives and associates in firms, academia, and government organizations consciously as well as unknowingly offer incompetency training in many contexts. Increasing trainees' vigilance and ability to recognize exposure to incompetency-training may help trainees to decrease the effectiveness (impact) of exposures to incompetency training—advancing incompetency training theory and knowledge of incompetency training practice may be necessary conditions for remedying negative outcomes that follow from trainees receiving such training. Available evidence supports the first proposition and, to a limited extent, the second proposition.     

Procurement commodity structures: issues,lessons and contributions

Little attention has been given in the literature on how to involve suppliers in technological development, especially from the purchasing organisation perspective. In researching how to involve the suppliers, we explore the purchasing structure, particularly the role-played by the “commodity managers”. The data for this exploratory study was collected through in-depth interviews and observations made in the case study Company (a global automotive OEM located in Europe) and two of its critical suppliers also located in Europe. The end result of this study is the development of a conceptual model for the organisation and management of purchasing projects in outsourced product development through commodity managers.     

Demographics,psychographics, price searching and recall in retail shopping

Retailing environments have gone through physical changes and the Internet revolution which intensifies price search and comparison behaviour, however, what customer characteristics – demographics or psychographics – affect price searching and recall? Further, what changes the relationship between the price-searching tendency and price recall? This research develops a framework that integrates the views of the economics of information and psychosocial returns to address these questions. Through point-of-purchase surveys, this study finds that psychographics affect the price-searching tendency directly while demographics do so indirectly through psychographics. In addition, the price-searching tendency has a positive effect on price recall and this relationship is stronger when consumers buy discounted products. Finally, in contrast to previous research, consumers' high tendency to search for price and price recall accuracy and confidence are found.     

Price recall: Brand and store type differences

Price is among the most important choice criteria for customers, whose price knowledge is often surprisingly inaccurate. This study aims at providing new insights into differences in price recall across brands and store types, and their potential effect on marketing efficiency and customers’ store choice. Towards this aim, we analyze the price recall of consumers for 51 food items by a random-effects panel estimation employing a survey with 715 participants. Our results show that customers recall national brand prices better than private labels, almost irrespectively of the store type; consumers overestimate store brand prices in both store types; the effect, however, is much higher for the convenience store. These outcomes have consequences for the marketing strategy: despite a price-matching guarantee for the store brands in the convenience store, the price image is still in favor of the discounter. This result raises doubts on the effectiveness of the price-matching guarantee, at least in this context. The everyday low price strategy of the discounter seems to pay off in terms of the price image. Though both stores charge the exact same prices for their store brands, prices at the discounter are on average perceived to be significantly lower.     

Effects of physical contact on customers' shopping time and behavior

Touch is considered an important factor in various social situations. The present results show that touching customers in the store increased their shopping time, their evaluation of the store and also the amount of shopping. The findings suggest that interpersonal touch can be an important aid to salespeople and servers.     

Brand name recall: A study of the effects of word types,processing, and involvement levels

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.     

Emerging markets research: Trends, issues and future directions

We survey recent research on emerging markets (EM) within the fields of economics, finance, international business and management. To do this, we reconfigure the Journal of Economic Literature (JEL) classification system to provide a comprehensive list of the topics that have been studied, and we combine it with the main journal ranking methodologies to identify the journals in which significant contributions to EM research have been disseminated. We highlight the areas of greatest interest and those that have received relatively little attention to date. The suggested topics for future research include: Data and methods; market efficiency, risk-adjusted returns and risk premia; exchange rate volatility and firm-level exposures; classification systems, clusters and networks; firm-level internationalisation; international business strategy; attracting and benefiting from FDI; corporate and institutional governance; and behavioural perspectives, culture and the demise of the representative agent.     

The effects of television advertising execution on recall,comprehension, and persuasion

The present study fills a gap in the advertising effects literature for a large-sample comprehensive study of the impact of general message factors on recall and persuasion measures of advertising performance. An analysis of executional factors in 1059 television commercials revealed that the presence of a brand differentiating message accounted for more variance in persuasion than other executional factors. Recall and persuasion performance were more closely related for new products than for established products. A brand differentiating claim in the commercial was the most important single executional factor affecting advertising effectiveness.     

Understanding frame‐of‐reference training success: a social learning theory perspective

Employing the social learning theory (SLT) perspective on training, we analysed the effects of alternative frame‐of‐reference (FOR) training protocols on various criteria of training effectiveness. Undergraduate participants (N = 65) were randomly assigned to one of four FOR training conditions and a control condition. Training effectiveness was determined via trainee reactions, learning and rating accuracy. The results partially supported the study hypotheses: compared to the control group, the more comprehensive FOR training conditions evidenced: (1) significantly higher rating accuracy; (2) significantly higher levels of learning; and (3) more favorable reactions to the training. The discussion focuses on the implications of the results for protocol development when designing FOR training programs.     

Changing the marketplace one behavior at a time: Perceived marketplace influence and sustainable consumption

This study introduces the construct of Perceived Marketplace Influence (PMI) and investigates its role in mediating the relationship between environmental concern and sustainable consumption behavior. A nationwide survey shows that Perceived Marketplace Influence plays an important role in mediating the relationship between concern and behavior, providing an explanation for prior inconsistencies in this relationship. Accordingly, Perceived Marketplace Influence plays a purposeful role in transforming environmental concern into behavior. This project extends previous research on the relationship between values, beliefs, and behavior by showing that one's perception of influence on the marketplace behavior of others significantly influences one's own marketplace behavior. Improved understanding of this relationship provides updated guidance to firms and policymakers for projecting and encouraging sustainable consumption behavior.     

Temporal and financial risk assessments: How time and money constrain shopper behavior and influence purchase solutions

PurposeThe purpose of this paper is to better understand the constraints that make shopper behavior unique from consumers and how those constraints manifest themselves in retail purchase solutions.Design/methodology/approachThis study utilized value laddering and phenomenological research methodologies to explore the data gathered from 39 interviews of male and female grocery shoppers.FindingsThis research examines the perceived constraints on shopper resources. The data reveal that all shoppers perceive themselves to be constrained by both finances and time. These findings hold across all income, age, and employment strata. As a result, price and convenience no longer function as segmentation tools. Instead, pricing and convenience become thresholds setting shopper “floor” expectations for retailers, service providers and brands.Research limitations/implicationsThis study was limited to grocery shoppers largely located in the southern US. Future research could expand on the variety of product categories and conditions explored, along with the cultural diversity of the participants.Practical implicationsShoppers' broader view of purchase relationships reduces the importance of transactional savings. Shopper consideration of total market basket value, allows for more focus on services and relationships to drive shopper value. Shopper constraints can result in purchase outcomes different than what consumer research would indicate.Originality/valueThis research is the first to examine elements which may constrain shoppers, particularly temporal and financial risk assessments, and how they impact shopper purchase solutions.