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排序方式: 共有93条查询结果,搜索用时 15 毫秒
61.
62.
Karen H. Hyllegard Ruoh-Nan Yan Jennifer Paff Ogle Julianne Attmann 《Journal of Marketing Management》2013,29(1-2):100-123
Abstract This study examined the influence of gender, type of social cause, amount of charitable support, and message appeal on Gen Y consumers' attitudes and purchase intentions towards an apparel brand within the context of cause-related marketing. A questionnaire, with an experimental design component, was administered to a sample of 562 Gen Y college students. Results suggest that Gen Y consumers are more likely to form positive attitudes towards an apparel brand when the amount of the charitable support is clearly communicated. Gender did not influence attitude towards brand, but did predict purchase intentions. Attitude towards brand, subjective norm, evaluation of the advertisement, and involvement in social causes were strong predictors of purchase intentions. When developing CRM initiatives, marketers should consider Gen Y's involvement in a social cause (e.g. volunteerism) rather than their stated interest in the given cause, and they would be well advised to state precisely (in advertisements) the amount of monetary contribution made to charitable causes. 相似文献
63.
Kambiz Heidarzadeh Hanzaee Sara Aghasibeig 《International Review of Retail, Distribution & Consumer Research》2013,23(5):521-537
In the early 2000s the Iranian government liberalized investment regulations and many foreign companies entered this high potential market where end-user consumers mainly comprise young people. Unfortunately, there are few studies of shopping behavior. This study compares Generation Y female and male consumer decision-making styles to offer guidelines to Iranian and overseas marketers. Sproles and Kendall's Consumer Styles Inventory (CSI) was adopted. The results show some differences between female and male decision-making styles, suggesting that gender affects shopping behavior. Identification of new traits suggests that CSI cannot be applied without considering socio-cultural factors. 相似文献
64.
Pauline Sullivan Jiyun Kang Jeanne Heitmeyer 《International Review of Retail, Distribution & Consumer Research》2013,23(5):459-483
Despite Generation Y (Gen Y) consumers' significant role as a decision maker in the market, it is increasingly challenging for retailers to understand these consumers’ behavior and psychology. To enhance an in-depth understanding of Gen Y consumers, this study examined the effect of fashion involvement (FI) and perceived experiential value (EV) on Gen Y consumers’ retail apparel patronage behavior. Based on a survey method, data were collected from USA and Taiwan Gen Y samples. The structural equation modelling technique was used to analyze 413 useable surveys. Results indicate EV directly influences retail patronage, while FI indirectly affects retail patronage through EV. Analysis further reveals two dimensions of FI; cognitive involvement and affective involvement. Cognitive involvement has a moderate direct, negative effect on escapism value, and weak, negative effect on utilitarian value, while affective involvement has a moderate direct, positive effect on aesthetic value and weak, positive effect on escapism value. This study theoretically contributes to understanding how consumer involvement affects perceived experiential shopping value. Findings also provide strategic ideas for apparel retailers in creating shopping environments that resonate with Gen Y customers, which ultimately leads these customers to be loyal to their brands and stores. 相似文献
65.
Ruoh-Nan Yan Jennifer Paff Ogle Karen H. Hyllegard 《Journal of Marketing Communications》2013,19(4):203-224
A 3 × 2 experimental design was used to examine the impact of message appeal (fair labor, sex, or a combination of fair labor and sex) and message source (company advertisements or third-party publicity) upon Gen Y consumers' (N = 258) intent to patronize the retailer, American Apparel. Results supported models of hierarchical effects of advertising on patronage intention as well as the inclusion of external variables in the theory of reasoned action. Findings revealed that Gen Y consumers' attitudes toward ad, attitudes toward brand, and purchase intentions toward American Apparel varied by exposure to message appeal in advertisements viewed. Participants' evaluations of source credibility, attitudes toward brand, and purchase intentions toward American Apparel were influenced by message source. Additionally, purchase intentions toward American Apparel were directly predicted by attitudes toward American Apparel and indirectly by perceptions of source credibility. Theoretical and managerial implications are discussed. 相似文献
66.
Attributes influencing clothing store choice for an emerging market’s Generation Y Twixter customers
Kim Helen Thompson Sanjay Soni Samantha Paterson 《International Review of Retail, Distribution & Consumer Research》2018,28(2):157-173
The aim of this paper was to determine the key attributes influencing a sub-segment of Generation Y, the Twixters’ choice of clothing retailers in South Africa, an emerging market. Generation Y has been identified as an important segment particularly for apparel and the Twixter sub-group comprises a third of the segment. Using a positioning theory lens, retailers need to understand the attributes a target market finds important as stores are positioned in consumers’ minds on those attributes. The study therefore sought to determine what these Twixters consider to be important attributes in their clothing store selection. The study comprised two stages; a qualitative stage based on focus group discussion data in which the attributes were determined, discussed and defined, and a quantitative stage, which involved a survey administered to 368 Twixter respondents which determined the relative importance of the attributes to Twixters in their clothing store selection. The results reveal that these Twixters appreciate the price–quality relationship and prefer clothing stores which provide high quality, unique and fashionable merchandise that meets their value for money requirements. The results of the study, although not generalisable, provide noteworthy insight for clothing store and apparel marketers targeting these Generation Y customers. 相似文献
67.
This research examines Generation Y hospitality employees with respect to why they would leave, or have left, the hospitality industry, what would cause them to return if they had left, and the perceived positive and negative career related traits of the hospitality industry. This research confirms Generation Y employees desire an exciting and challenging career, but also indicates they may be thinking more long-term in their career than typical Generation Y employees. Discussion and implications include how the results are useful for hospitality graduates, hospitality educators, and industry professionals. 相似文献
68.
Cause-related marketing (CRM) can enhance corporate image and increase sales, but effects may vary depending on the audience. Findings from a national survey, Study 1, reveal that Generation Y women are more likely than Generation Y men to support CRM. Our research further demonstrates unique findings with respect to message processing and response to a CRM campaign. In an experimental setting, Study 2 shows different gendered responses to a CRM campaign over time. Results show that men's purchase intentions decrease after message exposure, but increase after a two-week delay; the opposite was true for women. In line with the Selectivity Hypothesis theory, only women integrated multiple cues into the formation of purchase intentions. Theoretical and managerial aspects of gender for CRM are discussed. 相似文献
69.
This study provides a comprehensive secondary‐based synthesis of previous studies on the profile and patterns of consumption of Generation Y, their consumption experiences and the role of information communication technologies and social media in determining their emerging patterns of behaviour at visitor attractions. The paper concludes by advancing a management‐oriented attraction research framework specific to Generation Y with a set of research propositions proposed to stimulate further research and management action on this specific and highly influential generational cohort. Copyright © 2013 John Wiley & Sons, Ltd. 相似文献
70.
Anna Solka Min-Young Lee 《International Review of Retail, Distribution & Consumer Research》2013,23(4):391-409
Through the use of case studies of Cardiff (UK) and Charlotte (USA) this paper provides a comparative study of the retail structure of British and American cities. Three of the most striking contrasts can be seen in the intra-urban location of retail activity, the role of planned and unplanned shopping centres, and in the amount of retail space provision. Retailing in USA cities tends to be more decentralized, with a greater role for planned shopping centres and more retail space than in British cities. Reasons for this are explored. 相似文献