Marketing Intelligence & Planning

Jain, Sheetal

2020 Marketing Intelligence & Planning

doi: 10.1108/mip-03-2020-0102

Generation Y consumers are the key drivers for luxury market growth in the future. Yet, very few studies have been performed to understand Gen Y consumers' luxury consumption behavior, mainly in context of emerging markets like India. The main objectives of this study are first, to develop a conceptual framework which integrates the role of key variables that influence Gen Y consumers' purchase intention for luxury goods. Second, to analyze the mediating effect of attitude and subjective norm on the relationship between conspicuous value and luxury purchase intention.Design/methodology/approachData were collected through structured questionnaires from a sample of 215 Gen Y luxury fashion consumers in India. Collected data were analyzed through confirmatory factor analysis (CFA) and Hayes Process macro in SPSS.FindingsThe findings revealed that attitude and subjective norm partially mediated the relationship between conspicuous value and luxury purchase intention. The findings also demonstrated that mediation effect significantly differs between consumers with low and high need for status as well as consumers with low and high need for uniqueness.Originality/valueThis is the first study performed to understand the mediating and moderating effect of various contextual variables (namely, attitude, subjective norm, uniqueness value and status value) on the association between conspicuous value and luxury purchase intention. This study will have important implications for both academicians and practitioners.

Alshubiri, Faris

2020 Marketing Intelligence & Planning

doi: 10.1108/mip-02-2019-0118

This paper was aimed to develop better knowledge to show how obstacles impact Sustainable Development Goals (SDGs) in investment business on the global competitiveness index (GCI). This study was applied to six Gulf Cooperation Council (GCC) economies to analyse and classify investment obstacles in order to improve GCI and mitigate the obstacles to doing business.Design/methodology/approachThis study used the 12 pillars of the GCI to classify six GCC countries and 15 factors of SDGs using data from 2008 to 2017. The data were collected from the International Monetary Fund and GCI reports from 2008 to 2018 on all six GCC countries: the UAE, Kuwait, Oman, Saudi Arabia, Bahrain and Qatar. The paper adopted equations to analyse the GCI, along with 15 obstacles to doing investment business. The paper used regression and correlation tests by two proxies: obstacles to SDGs as an independent variable and the GCI as a dependent variable.FindingsThe findings of this study focussed on the best classification of the GCI, which went to Qatar, whereas the lowest rank went to Oman. The major components of obstacles to doing investment business are restrictive labour regulations, access to financing and inefficient government bureaucracy factors. These obstacles stand in the way of achieving SDGs and delay the improvement of the competitive field. Hence, the results of the regression test show that there is a negative and statistically significant impact in Oman, Kuwait and the UAE between obstacles to doing business on the GCI at the significance levels of 1% and 5%. The Pearson correlation matrix is strong between obstacles to SDGs, as the same elements of the GCI also exist in these countries, at 55.2%, 75% and 55.5%, respectively.Research limitations/implicationsThere are some limitations related to the study period being from 2008 to 2017. Before 2008, the GCI consisted of nine pillars rather than 12, and there were 14 problems rather than 15 related to doing investment business. Hence, this does not match with the period of this study. Furthermore, the reports after 2017 did not mention the problems of doing business, only analysing the GCI.Practical implicationsThe results of the study highlight the strategic and practical aspects of GCC countries diagnosing the SDGs to know how to reduce obstacles to sustainable development, which can enhance investments by improving the GCI.Originality/valueThe current study measured and evaluated how to mitigate the obstacles to SDGs in the GCC countries. It is the first study to explain these obstacles in the GCC countries, which are characterised by their huge wealth that contributes significantly to global economic development.

Palakshappa, Nitha; Dodds, Sarah

2020 Marketing Intelligence & Planning

doi: 10.1108/mip-08-2018-0360

This research extends understanding of the role brand co-creation plays in encouraging ethical consumption. The paper addresses sustainable development goal 12 (SDG 12): ensure sustainable consumption and production patterns, exploring how brand co-creation can be employed to advance this development goal.Design/methodology/approachThe Customer Brand Co-creation Model is used within an embedded case design to understand the role of the brand and the consumer in promoting sustainable consumption within the fashion industry.FindingsInitial insights suggest marketing has much to offer sustainability through the use of the brand. An extended brand co-creation framework highlights the importance of embedding sustainability and viewing the consumer as central to mobilising SDG12.Practical implicationsAn important concern is to ensure sustainability is embedded within the activities and strategy of the organisation and viewed as integral rather than peripheral.Originality/valueThe paper examines aspects crucial to co-creation of “sustainability” through a focus on both the consumer and the brand. Case narratives provide a strong foundation to consider the Customer Brand Co-creation Model and implications of this framework for managerial practice. This study extends the model to encompass the umbrella of “sustainability” and the firm's perspective.