Managing Opportunism in China: The Roles of Guanxi,Environmental Uncertainty,and Management Culture

ABSTRACT

This cross-cultural comparison aims to understand whether the influence of consumer ethnocentrism (CE) on consumer preference for domestic versus foreign products is product category and country-of-origin dependent. Three countries with dissimilar cultural orientation and economic status—China, South Korea, and the United States—were examined. American consumers were found to be more ethnocentric than Chinese and South Korean consumers. CE was found to significantly and positively predict American and Korean consumers’ preference for domestic products across product categories, while Chinese consumers’ CE did not translate into their preference for Chinese products. In addition, the relationship between CE and purchase preference varied across product categories as well as countries of origin.     

Feedback effects of brand extensions on the brand image of global brands: a comparison between Spain and Norway

Abstract

Global brands often attempt to increase their sales through the launch of brand extensions. Such a strategy may, however, dilute existing brand beliefs at an international level, as two sets of data from Norway and Spain indicate. This paper illuminates how the attitude towards a brand extension affects the image of a parent brand. The extension attitude is mainly determined by the degree of perceived fit between the extension and the parent brand image. In the Spanish sample, it is also determined by the degree of familiarity with the parent brand and the perceived fit at the product category level. After analysing these relationships, the paper focuses on the moderating role of two dimensions of consumer innovativeness: hedonist innovativeness (tied to need for stimulation) and social innovativeness (tied to need for uniqueness). Finally, the cultural orientation of the origin country is analysed as a moderating factor.     

The Incidence and Characteristics of Disclaimers in Children's Television Advertising

Abstract

This paper reports the results of research that updates and expands previous research on disclaimers in children's television. The study examines the incidence, form, position, language level and variance by product category of a sample of nearly 1,000 advertisements televised during children's programs.     

Exploring ethnic consumer response to crossover brand extensions

This research uses a social identity theory approach to investigate the impact of cultural identity on ethnic consumer response to ethnic crossover brand extensions—brands associated with one ethnic group that crossover into a product category associated with another ethnic group (e.g., McDonald's Café con leche). Study 1 demonstrates that the manner in which crossover brand extensions blend ethnic consumers' in-group and out-group cultural representations impact brand extension cultural fit and parent brand attitudes, and perceived ethnic target market impacts brand extension attitudes. Study 2 demonstrates that high ethnic embeddedness extensions strengthen ethnic consumers' self-brand connections. These findings provide managerial implications for practitioners considering a crossover brand extension strategy.     

Exploring professional human brand identity through cultural and social capital: a typology of film director identities

ABSTRACT

Our research focuses on film director human brands. It addresses the issue of human brand identity construction through the social valuation of identity attributes linked to cultural capital. Based on Bourdieu’s theory of cultural and social capital, we examine the identity attributes on which human brand identities are built through the acquisition of legitimacy. We conduct a qualitative study combining three context levels of analysis (external, internal and individual). Our results reveal the existence of four human brand identity types (i.e. chameleon conformist, niche archetypecast, mass archetypecast, cultural influencer), thus enriching and extending previous research. Each identity type is characterised by a set of culturally valued identity attributes, associated with legitimacies – specific, bourgeois, popular and institutional – bestowed by human brand constituencies.     

An Exploratory Content Analysis of Product Placement in Top Grossing Films

ABSTRACT

The current study examines the prevalence and characteristics of brand appearances in the top grossing films broadcast in the United Kingdom (U.K.) and Hong Kong (H.K.). An average of 13 brand appearances per film was recorded and similarities and differences in brand execution features were revealed in the two cultural markets. Most of the films registered on the U.K. and H.K. top grossing lists are US production, which demonstrates that product placements are increasingly exported to other cultures. It suggests the importance of examining product placement effectiveness across cultures and provides valuable insights for brand practitioners.     

Exploring the Role of Product Development Capability for Transforming Marketing Intelligence into Firm Performance

ABSTRACT

Purpose: This study examines the role of product development capability for transforming marketing intelligence activities into firm performance on industrial markets.

Methodology/Approach: The authors apply structural equation modeling to analyze survey data from 342 industrial manufacturing companies.

Findings: Results reveal that sales integration and holistic macroeconomic view are particularly important features of the marketing intelligence capability on industrial markets to gain additional insights in order to develop products successfully. Results also reveal that product development capability transforms the marketing intelligence activities into firm performance on industrial markets.

Research Implications: This study offers new insights on marketing theory by extending and concretizing the concept of market orientation to a broader concept of the marketing intelligence capability for industrial markets. Further, this research reveals that the product development capability serves as a mediator to business performance.

Practical Implications: This study’s systematic and tangible outline of the dimensions of marketing intelligence and its link to the product development capability helps firms to better understand how to capitalize on market orientation’s potential values.

Originality/Value/Contribution: This research (a) reveals the relevant dimensions of marketing intelligence on industrial markets and (b) shows how the product development capability tranforms marketing intelligence activities into firm performance on industrial markets.     

Food or Medicine?

Abstract

Functional foods offer consumers a range of products that contain modified ingredients to treat specific diseases. The value of this product category has grown considerably since its introduction over a decade ago. This paper reports on qualitative research conducted into the choice criteria used for functional foods. It then compares these to the categories outlined in Khan's food choice model (1981) in order to determine whether functional foods should be treated as a food choice purchase. The findings of this research show that functional food can be treated as a food purchase because most of the choice influences found can be categorised into Khan's conceptualisation. However, additions and redefinitions are suggested. A separate category for family influence was found, as was the requirement to redefine “nutrition” within the model to accommodate the curative benefits of functional foods.     

Factors Associated with Opinion Seeking

Abstract

This study examines the relationship between opinion seeking and cultural values and individual characteristics in the context of electronic products by surveying cosmopolitan adults of 15 nationalities, namely, American, Australian, British, Dutch, Filipino, German, Hong Konger, Indian, Italian, Japanese, Malaysian, New Zealander, Singaporean, Swedish, and Thai. It finds (i) positive correlation between opinion seeking and power distance, category knowledge, category purchase intention, category innovativeness, opinion giving, market maven, brand loyalty, and susceptibility to interpersonal influence, (ii) negative correlation between opinion seeking and the masculinity and uncertainty avoidance cultural dimensions, category ownership, self-esteem, education, and age, and (iii) no correlation between opinion seeking and individualism, long-term orientation, and risk taking. It then discusses the managerial implications of the findings.     

Enabling and inhibiting factors in adoption of Electronic-Reverse auctions: A longitudinal case study in grocery retailing

Abstract

The paper aims to explore the factors that enable or inhibit the use of Electronic-Reverse Auctions (E-RAs) in the buying process of a large food retail organization, through a category management perspective. Using a case-study analysis based on in-depth interviews, examination of internal documents, simulation and direct observation of some E-RAs, we studied the experience of an Italian-based retailer conducting E-RAs during a two-year period. This approach enabled us to propose an E-RAs development model in retail buying groups, discussing enabling and inhibiting factors such as product, market, organizational and strategic factors. Propositions are developed to stimulate thought and provide guidance for future research.     

Value Creation and Category Management through Retailer–Supplier Relationships

Abstract

This article discusses category management interactions in supplier–retailer relationships based on conceptual insights about value in business markets. Much category management literature has studied supplier–retailer relationships, but despite value creation being central to category management the conceptual approach is often the power-trust controversy. Based on value concept, category management and supplier–retailer relationship literature this study develops a model and hypotheses of retailer perceived benefits and sacrifices from category management collaboration. The article proposes that closer supplier-retailer interactions through the category management process hold the potential for increased value creation through application of complementary information resources, an improved coordination of tactical efforts, and an alignment of category aims and strategies explicitly linked to retailers' value systems. Further, the perceived necessity of trust in these relationships meshes with retailers' perceived sacrifices regarding negotiation power and full control of category marketing variables, thus establishing a trade-off for retailers between benefits and sacrifices.     

Black Mirror: Bandersnatch and how Netflix manipulates us,the new gods

ABSTRACT

This film review of Black Mirror: Bandersnatch, released by Netflix in 2018, discusses the nature of the interactive genre, focusing on its current and future effects on data mining, product placement, and programmatic advertising, highlighting the new, evolving role played by the viewer.     

Promoting Brands through Product Placement in Successful and Unsuccessful Films in Emerging Markets

ABSTRACT

This article examines the nature and role of the product placement in film as an alternative strategy for better brand recall. For this study, four films, two successful and another two un-successful based on box office reports, are selected. Clippings of the films are shown to 119 respondents. The article concludes by arguing product placement in film can be an alternative to advertisements for better brand recall, purchase intentions and changes in perceptions toward the brands as well as improving attitudes toward the brand. It also gives direction on developing the consumer as a brand spokesperson for global brands.     

Market-Oriented New Product Design of Functional Orange Juice Beverages: A Qualitative Approach

Abstract

The functional beverages category is considered one of the most significant drivers of new product development (NPD) in recent years. Fifteen in-depth interviews and three focus groups were held between February and March 2003 to identify the most important attributes influencing consumers' purchase decisions for orange juice, and to explore consumers' attitudes towards existing and new functional orange juice beverages. The results suggested that functional food and beverage manufacturers should place a greater emphasis on the base product when evaluating new product concepts. This study highlighted the key role of qualitative research in facilitating the integration of consumers with the concept stage of the NPD process.     

Cast Awayand the Contradictions of Product Placement

Abstract

This essay looks at implications of product placement in Cast Away, the 2000 film in which Tom Hanks plays a Federal Express executive who is stranded on a desert island before making his way back home. It argues that Cast Awayis a particularly valuable case study because of the conflict between its relentless product placement and its dark vision of contemporary global capitalism. The article investigates four aspects of global capitalism addressed by Cast Away: the compression of time, the compression of space, the rising influence of multinational corporations, and the dominance of consumer culture.     

The Marketing Concept in an Academic Setting

ABSTRACT

During the past twenty years, marketers of the educational product have seen significant growth in the percentage of minority students enrolled at colleges and universities across the United States. Those minority consumers of the educational product bring vastly different cultural values, norms, and experiences to the marketing exchange. Such cultural differences present compelling concerns for marketers of the educational product. This paper presents the application of the marketing concept and the marketing lens as a philosophical and empirical approach to more accurately determine and subsequently satisfy the needs of the culturally diverse consumers of the educational product. Results of the study indicated that Asian/Pacific Islander and Anglo students differed in the selection and weighting of evaluative criteria for the quality of the educational institution. Further, the two consumer groups possessed distinct antecedents of satisfaction with that product.     

Tradeoffs in Supplier Attribute Ratings in Supplier Selection across Strategic versus Non-Strategic Purchases

ABSTRACT

Purpose: This research identifies a customer perspective that is often ignored, neglected, or undervalued in B-to-B sales – the nature of the product itself. The pivot point is whether the product/service desired is strategic (critical to the company’s mission) or non-strategic (not critical to the company’s mission).

Methodology/Approach: A conjoint analysis was conducted for both types of purchases (strategic and non-strategic), assessing the tradeoffs and espoused preferences of four key attributes involving both the supplier and the product across three performance levels – (1) stability of the supplier, (2) reliability, (3) competitive pricing and (4) product quality.

Findings: The results indicate that B-to-B customers do make tradeoffs between suppliers based on stability, reliability, pricing and product quality. The direction of the tradeoffs depends on whether the purchase is a strategic or non-strategic acquisition. The results suggest that suppliers would benefit from understanding the relationship of their products and services to the B-to-B customer’s mission when the supplier is deciding how to improve performance.

Research implications: Too often there is a disconnect between B-to-B salespeople and their customers resulting in suppliers failing to reach performance goals. The research focuses on the importance of B-to-B salespeople uncovering whether or not the customer considers the nature of the product being considered as strategic or non-strategic to their business. The research helps to explain some of the mixed findings in the supplier selection literature.

Practical implications: The research points to the fact that customers analyze and make decisions differently depending on the type of product. Additionally, the research highlights the importance to customers of understanding the potential legal and financial risk of suppliers. This is important in that traditionally suppliers tend to focus on product features and benefits in their selling efforts. These results indicate that they should spend significant time discussing factors that illustrate legal and financial risk reduction to the customer of dealing with their companies.

Originality/Value/Contribution: The study offers a new look at an age-old problem of enhancing sales performance through a new lens by considering the nature of the product (strategic versus non-strategic) through the perspective of the customer. The findings help to explain the mixed results of previous research. To date, the nature of the product and tradeoffs of attributes that customers are willing to make depending on that product classification have not been the focus, though the results suggest that understanding customer decision-making through this lens may enhance supplier success.     

Signaling Quality and Credibility in Yellow Pages Advertising: The Influence of Color and Graphics on Choice

Abstract

This research investigates the ability of color and graphics to convey information about quality and credibility and their influence on choice in Yellow Pages advertising. In Experiment 1, participants exposed to Yellow Pages ads across three product categories had more favorable attitudes toward the advertisement, advertiser, and quality for ads in color than for noncolored ads. Attitudes about the advertisement, advertiser, quality, and credibility were more favorable for ads with photos than for ads with line art. In both cases, results varied by product category. Experiment 2 tested the effect of color and graphics on selection of a Yellow Pages advertiser across eight product categories. Selection from a 32-page, simulated Yellow Pages booklet was made by 384 subjects. A significant effect for process (full) color and photographic-quality graphics on choice of an advertiser from Yellow Pages was found and varied across product categories. The results also highlight the impact of other variables that are controlled by the advertiser.     

Competitive advantage,private-label brands,and category profitability

Abstract

The purpose of this study was to investigate the influence of private-label resources possessed by a supermarket retailer. Our study examines whether or not private-label products can help in the overall enhancement of product category performance. We examine the performance of a supermarket retailer in the Northeast United States that operates over 100 stores and generates a total yearly sales volume in excess of $3 billion. Data of this nature is difficult to obtain for research purposes, and this proved to be very valuable. Data obtained from the internal financial database of the supermarket was used and generated from point-of-sale information. We then developed a research model from the literature review and used structural equation modelling to analyse the data. The findings of this study indicate that a change in category private-label sales penetration and category market share had little impact on category profitability. The major implication for retailers is the necessity for category managers to focus on all brands within their respective categories and not over-emphasise a private-label brand focus.     

Evidence Supporting the Importance of Brands in Marketing Computer Products

ABSTRACT

For convenience store (c-store) management to be truly customer-focused, they must listen to their customers and provide the products that meet customers' needs. This study investigates one aspect of c-store customer satisfaction, the product mix. The purpose of this paper is to investigate c-store customers' perceptions of product offerings to expand the c-store's product mix and in turn increase customer satisfaction. Fourteen products were examined. Of the fourteen, three were rated very likely to be purchased: postal services, home style meals, and a salad bar. Differences in preference were found between gender and marital status. Men and single customers had higher purchase intentions for the home style meals than women and married customers. Suggestions for future research are provided.