Marketing Intelligence & Planning

Brown, Stephen

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-09-2014-0166

Purpose– Retro-marketing is rampant. Throwback branding is burgeoning. Newstalgia is the next big thing. Yet marketing thinking is dominated by the forward-facing discourse of innovation. The purpose of this paper is to challenge innovation’s rhetorical hegemony by making an exemplar-based case for renovation. Design/methodology/approach– If hindsight is the new foresight, then historical analyses can help us peer through a glass darkly into the future. This paper turns back time to the RMS Titanic, once regarded as the epitome of innovation, and offers a qualitative, narratological, culturally informed reading of a much-renovated brand. Findings– In narrative terms, Titanic is a house of many mansions. Cultural research reveals that renovation and innovation, far from being antithetical, are bound together in a deathless embrace, like steamship and iceberg. It shows that, although the luxury liner sank more than a century ago, Titanic is a billion-dollar brand and a testament to renovation’s place in marketing’s pantheon. It contends that the unfathomable mysteries of the Titanic provide an apt metaphor for back-to-the-future brand management. It is a ship-shape simile heading straight for the iceberg called innovation. Survival is unlikely but the collision is striking. Originality/value– This paper makes no claims to originality. On the contrary, it argues that originality is overrated. Renovation, rather, rules the waves. It is a time to renovate our thinking about innovation. The value of this paper inheres in that observation.

Beverland, Michael; Dobele, Angela; Farrelly, Francis

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-08-2014-0146

Purpose– Viral marketing draws heavily on the success of a few mythic campaigns. However, the viral metaphor limits previous perspectives as to why consumers engage with content and importantly, why they pass it on. The paper aims to discuss this issue. Design/methodology/approach– The authors explore why consumers engaged with Kraft’s “How do you love your Vegemite?” campaign using multiple sources of evidence including interviews, blog post comments, and firm market research. Findings– The choice to engage with content is driven by consumers’ desire for self-authentication, in particular the desire to express one’s identity through an authenticating act, and express membership of a collective via an authoritative performance. In so doing, the authors identify the limits of adopting an epidemiological metaphor for campaigns reliant on consumer agency. Originality/value– This study is unique because it proposes an alternative focus to a fundamental metaphor and has both conceptual and practical value.

Thieme, Jeff; Royne, Marla B.; Jha, Subhash; Levy, Marian; Barnes McEntee, Wendy

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-08-2014-0149

Purpose– The purpose of this paper is to understand the mediating factors affecting the relationship between environmental concerns and sustainable behaviors. Design/methodology/approach– The authors survey 467 respondents and use a structural equation modeling approach to assess environmental involvement and willingness to pay more for green products as mediating variables between a multi-dimensional measure of environmental concern and sustainable behaviors. Findings– The findings suggest that environmental involvement and willingness to pay more for green products mediate the relationship between environmental concern and sustainable behaviors. But of the three dimensions of environmental concern, only concern for energy is statistically significant in the model. Research limitations/implications– The results empirically validate the multi-dimensionality of the environmental concern construct and its relationship with consumers’ sustainable behaviors. Both involvement and willingness to pay more for an environmentally friendly product play an important role in linking environmental concern to actionable behaviors. Practical implications– To reach green consumers who are willing to pay more for environmentally friendly products and ultimately engage in sustainable behaviors, marketers should target those consumers who are most concerned with energy and more involved with the environment. Originality/value– This paper is the first to study the gap between environmental concern and sustainable behaviors by utilizing involvement and willingness to pay more for an environmentally friendly product as mediators. Results provide critical insight into this often elusive gap. The authors also fill an important gap in the literature by including psychological factors driving consumers’ willingness to pay more for green products.

Paul, Justin

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-02-2014-0028

Purpose– “Masstige marketing” is considered as a market penetration strategy for medium and large enterprises, particularly in foreign markets. The author redefine “masstige marketing” strategy in this paper and map the concept as a new model for brand building. Second, the author examine the effectiveness of “masstige marketing” strategy with reference to marketing mix theory (Four Ps=product, price, place and promotion). The purpose of this paper is to introduce a theoretical model to help the companies to implement “masstige marketing” strategy. Design/methodology/approach– The author introduce a scale, called “Masstige Mean Score Scale” to measure the mass prestige value of brands. Both secondary and primary data used in this study. The author collected data from 590 young women consumers living in Japan and France to measure the “masstige” value using the new scale developed. The marketing strategy of European luxury sector multinational brand LV, has also been discussed as a method. Findings– Masstige value is the best indicator of long-term brand value. In other words, higher the masstige value (MMS) of a brand, the higher the likelihood to succeed. The author also found that a brand can create mass prestige with “masstige marketing” strategy by appropriately mixing the four Ps in marketing – Product, Price, Promotion and Place in a distinct and culturally different market. Originality/value– The author develop a pyramid model and measurement scale for “masstige marketing” as a theoretical framework to stimulate further research and as a tool for practitioners for better decision making. Besides, the author posit that higher the Masstige Mean Score (MMS) of a brand, higher the likelihood that potential customers recall that as a “top of mind” brand. Lower MMS implies that the firm has to go long way in their efforts to build the brand.

Crick, David; Crick, James

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-08-2014-0144

Purpose– The purpose of this paper is to investigate how decision making and learning are related to marketing planning among owner/managers with lifestyle in comparison to growth-oriented objectives in the New Zealand wine industry. Design/methodology/approach– The study reports on 12 interviews with owner/managers of New Zealand vineyards. The vineyards were small to medium sized and independently owned to avoid bias from parent company decision making within larger scale corporate wine producers. Findings– Different degrees of causation and effectuation-based decision making were found to exist among owner/managers starting from the nascent stage in their respective marketing planning processes. Learning to different degrees was evident in order to remain competitive in a climate of uncertainty and not least of which due to problematic exchange rates. An important issue influencing decision making was whether owner/managers were running the vineyard to maintain a lifestyle or a growth strategy; an issue affecting perceptions of risks and rewards. Originality/value– The originality of the study is that it employs an effectuation lens in respect of the marketing planning process; specifically, decision making among owner/managers with differing objectives, experience and perceptions of risks and rewards.

Roy, Rajat

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-06-2014-0118

Purpose– Extant literature on pricing posits that consumers’ internal reference price (IRP) drives willingness to pay (WTP), when external pricing cues are available. This positive IRP-WTP relationship is further moderated by involvement and price consciousness. The purpose of this paper is to test how the IRP-WTP relationship will be moderated by involvement and price consciousness, albeit in the pay-what-you-want (PWYW) context. In the PWYW setting consumers can pay any amount of money (including nothing) and no external pricing cues are provided. Design/methodology/approach– A survey was engaged to measure the key variables, and the data was analyzed using hierarchical multiple regression with spotlight analyses. Findings– In the normal everyday pricing context, involvement strengthens the IRP-WTP relationship, while price consciousness weakens it. Contrary to this normal pricing wisdom, in the PWYW context, it was found that both involvement and price consciousness weaken the IRP-WTP relationship, thereby driving down consumers’ WTP. Research limitations/implications– Future studies should use experimental design to manipulate some of the independent variables used in the study, focus on the mediating processes that underlie PWYW decision-making and extend the findings in the context of wider demographics. Practical implications– Managers should focus on segmentation, branding and product experiences to ensure higher returns of PWYW businesses. Originality/value– This paper addresses lack of overall research in the PWYW area, and also addresses some key gaps left by extant research of Kim et al. (2009) that was published in the Journal of Marketing.

Manai, Aicha; Holmlund, Maria

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-09-2013-0141

Purpose– Despite the widespread interest in self-marketing, scant research has been published about students’ self-marketing skills. The purpose of this paper is to address this research gap and develop a framework for self-marketing brand skills specific to business students. Design/methodology/approach– Aaker’s Brand Identity Planning Model (2002) was used to construct personal-brand-identity elements. Empirical data were gathered from interviews with 17 students from two business schools in Finland, who were selected using a snowballing sampling technique. Findings– Branding-related elements, together with empirically grounded themes, emerged and were developed into a framework for developing self-marketing brand skills. Self-marketing brand core, self-marketing brand goals and self-marketing brand activities were suggested and further divided into sub-topics, becoming the content of the new framework. Research limitations/implications– The study provides a starting point for further research on self-marketing skills from a branding perspective. Practical implications– The paper discusses several important practical implications for business students who wish to improve their job-seeking success. Originality/value– Rather than adopting a knowledge or activity perspective on self-marketing skills in job searching, the study extends the current knowledge by taking a complementary view, i.e. a branding perspective, and highlights students’ mental preparedness and drive.

Cheah, Isaac; Phau, Ian; Liang, Johan

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-05-2014-0081

Purpose– The purpose of this paper is to identify the key antecedents of attitude towards electronic deals (e-deals) and factors influencing purchase intention of e-deals. Specifically, perceived value and price consciousness will be tested as antecedents of attitudes towards e-deals. Attitudes towards e-deals, subjective norms, and perceived behavioural control are proposed to have strong influences upon purchase intention. The theory of planned behaviour (TPB) provides the theoretical underpinning of the conceptual framework. Design/methodology/approach– Data were collected through convenience sampling. Overall, 611 valid responses of 780 distributed surveys were collected. Only 426 e-deals users were analysed by using structural equation modelling to test the hypotheses. Findings– It is found that perceived value is a strong predictor of attitudes towards e-deals. Another finding also indicates that attitudes towards e-deals and normative influence positively affect consumers’ purchase intention towards e-deals. Practical implications– Practitioners are advised to integrate social media (e.g. Facebook or Twitter) and online communities to approach the “leader” to influence new potential consumers to purchase e-deals. It is also important to maintain the good value of e-deals and emphasise the huge benefits of using e-deals to persuade consumers to purchase it. Originality/value– The originality of this study lies in extending the TPB as a robust measurement to investigate online shopping behaviour in the context of e-deals.

Goldring, Deborah

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-11-2013-0183

Purpose– The purpose of this paper is to develop a new construct called reputation orientation, which is defined as a conscious, company-wide, strategic focus on building and maintaining a positive corporate reputation among key stakeholders. Design/methodology/approach– A conceptual framework is developed that links reputation orientation to construed image and business performance. An empirical test of the key stakeholder relationship between sellers and buyers is conducted using an online survey of US-based marketing managers from a variety of for-profit industries. Findings– The research findings demonstrate that reputation orientation is a valid construct and show a positive relationship between reputation orientation and business performance which is partially mediated by construed image. Research limitations/implications– This research was exploratory in nature, so the data must be interpreted carefully and subject to additional contexts. Practical implications– Reputation orientation has implications for managers who want to proactively pursue reputational excellence for competitive advantage. Social implications– Reputation orientation has implications for stakeholder satisfaction, socially responsible behavior, ethical decision making, and sustainability. Originality/value– This research empirically tests a model that integrates corporate marketing constructs with marketing managers’ decision-making behaviors and perceptions.

Johnstone, Micael-Lee; Tan, Lay Peng

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-09-2013-0159

Purpose– The purpose of this paper is to understand how and why environmentally conscious consumers rationalise their non-green purchase behaviour. Design/methodology/approach– Seven focus groups were conducted. A total of 51 people, aged 19-70 years, participated in the study. Theoretical thematic analysis was used to organise the data as various themes emerged. Findings– Through application of neutralisation theory, this study identified additional barriers to green consumption. Two new neutralisation techniques emerged, namely protecting (maintaining) one’s sense of self and consumer attachment to the brand. These techniques recognise the impact consumer culture has had on consumers. Research limitations/implications– The study took place in an urban centre hence the views of the participants may be different from those who live in rural centres; low-income consumers were under-represented; and more male participants would have been desirable. Social implications– Despite its limitations, this study reveals that consumers will rationalise their decisions in order to protect their self-esteem and self-identity. Until green becomes a social norm, consumers will continue to place individual goals over collective goals. Understanding this rationalisation process is important if marketers and policy makers want to encourage behavioural change. Originality/value– This study makes a valuable contribution to the understanding of the green attitude-behaviour gap. It provides fresh insights into how environmentally conscious consumers vindicate their non-green consumption behaviours and how marketers and policy makers can overcome these challenges. It also identifies two new neutralisation techniques and extends the theory to a consumer culture context.

O'Cass, Aron; Griffin, Deborah

2015 Marketing Intelligence & Planning

doi: 10.1108/MIP-02-2014-0027

Purpose– While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours. Design/methodology/approach– A web-based self-administered survey was used to collect data from a convenience sample of largely university staff and students. Data obtained were analysed using SEM-based partial least squares methodology. Findings– The results show that individuals who are future oriented and issue involved are more likely to engage in prosocial behaviour. Also, these individuals are more likely to assess fewer negative consequences and experience more positive feelings as a result of their prosocial behaviour. Research limitations/implications– While the study focuses on two social issues, it does provide some explanation of self-reported behaviour, rather than intention to behave. However, future research could pay attention to a wider array of social issues and undertake post hoc testing to measure the characteristics of the chosen social issues. This may enhance findings, and provide greater support for the generalisability of the model. Also, future research could be directed towards the examining the role of perceived risk and feelings as an outcome of behaviour. Practical implications– A better understanding of the prosocial individual can assist in designing more effective social marketing campaigns. In particular, focusing on positive feelings as a result of engaging in prosocial behaviour has practical implications. Originality/value– Little attention has been given in the marketing and consumer behaviour literature to understanding the prosocial individual. To this end, this research empirically tests a model of prosocial behaviour for two social issues that integrates determinants (social responsibility, time orientation and issue involvement) and outcomes (assessment of negative consequences and feelings). Moreover, the results highlight that positive feelings are a significant outcome of prosocial behaviour.