Journal of Consumer Marketing

Tran, Trang P.; Muldrow, Adrienne; Ho, Khanh Ngoc Bich

doi: 10.1108/jcm-07-2019-3304pmid: N/A

This paper aims to test a theory-driven model reflecting the effects of perceived personalization on consumer–brand relationships on social media.Design/methodology/approachThe conceptual model is empirically tested through two studies using partial least squares-structural equation modeling. Other techniques, such as common method bias, multigroup comparison, mediation analysis and model fit comparison, are also used to give more insights into the analytical process.FindingsData from two studies show that perceived personalization is positively related to brand-related outcomes including brand self-expressiveness, consumer–brand engagement and brand connection. While consumer–brand engagement and brand connection are positively related to brand love, brand self-expressiveness is not.Research limitations/implicationsThe paper contributes to the advertising and brand management literature by shedding light on a better understanding of the impact of personalization in the digital world.Practical implicationsManagement could learn important lessons from personalization. If a strategy of promoting personalized ads is implemented successfully, those ads could change customer perceptions of brands which ultimately strengthens brand love.Originality/valueThis research provides an empirical model that helps marketers better understand the factors affecting brand love with personalized ads on social media.

Afiuc, Otto; Bonsu, Samuel K.; Manu, Franklyn; Knight, Casey Brett; Panda, Swati; Blankson, Charles

doi: 10.1108/jcm-10-2019-3459pmid: N/A

Using social exchange theory as a contextual backdrop, this study aims to better understand how corporate social responsibility (CSR) can contribute to customer retention (CR). A conceptual framework is developed to illustrate the proposed relationship and the influence of mediating factors. The telecommunication industry in Ghana is used to operationalize the conceptual framework.Design/methodology/approachQualitative and quantitative data were collected through face-to-face interviews with CSR managers and through a structured questionnaire. The data were analyzed using qualitative analysis and structural equation modeling.FindingsFindings suggest that CSR, corporate image and service quality have significant relationships with both corporate image and CR. Corporate image also mediates the relationship between CSR, customer value and service quality with that of CR. The authors also find that CSR strengthens the relationship between customer value and service quality with that of corporate image, which subsequently leads to enhanced CR.Originality/valueThus far, the mediating variables that help explain and predict the relationship between CSR activities and CR have been overlooked in the extant literature. The results of this study will help fill a critical knowledge gap in marketing and CSR literature.

Fogel, Joshua; Ustoyev, Sarah

doi: 10.1108/jcm-02-2020-3621pmid: N/A

This study aims to examine the association of social media advertising with deposit contracts and consumers joining a fitness club/gym.Design/methodology/approachThis paper surveyed 745 college students. Three deposit contract options were presented with goals of losing 5% of your original weight, losing 10 pounds from your weight and exercising for 75 min.FindingsThis paper found that consumers chose deposit contracts at higher rates than no contract or regular contract options. This paper found that behavioral control was positively associated with choosing a deposit contract. This paper found that presence of a weight problem was positively associated with choosing a deposit contract with very concrete goals of losing 10 pounds or exercising for 75 min while no association occurred for the less specific concrete goal of losing 5% of your original weight.Originality/valueIn conclusion, marketers can consider a novel advertising approach on social media of advertising deposit contract information to possibly interest consumers to join a fitness club/gym.

Dean, Dwane H.

doi: 10.1108/jcm-10-2019-3443pmid: N/A

This series of of five exploratory studies aims to investigate the idea that consumers have visual appearance expectations (stereotypes) for service providers in different occupations and how these visual stereotypes might affect provider choice.Design/methodology/approachSubjects were given color photos of white men and a list of service occupations and asked to infer the most likely occupation for each photo. A separate group of subjects reported the visual elements they most associated with the typical appearance of providers in various occupations. Other groups chose from a set of photos the depicted individual they would most want as their attorney or accountant.FindingsTwo studies confirmed that photo was a significant predictor of inferred service occupation, suggesting that consumers have visual appearance stereotypes for what a service provider should look like. A counter-intuitive finding was that the most stereotypical appearing service provider in an occupation was significantly less desired by subjects as their service provider than a less stereotypical appearing provider displaying a Duchenne (genuine) smile.Research limitations/implicationsOnly visual stereotypes of male service providers were explored, confined to the un-met provider condition. Also, the reported studies were exploratory, using small samples.Originality/valueThe results imply that impression formation and relationship marketing begin with the viewing of an un-met service provider’s photo by a potential client at a business website or social media. Further, the findings suggest that providers will want to display a Duchenne smile in their photo, as this visual element is favorably interpreted by consumers.

Sreen, Naman; Yadav, Rambalak; Kumar, Sushant; Gleim, Mark

doi: 10.1108/jcm-12-2019-3536pmid: N/A

This paper aims to develop an institutional framework to examine the role of governmental and social pressures on green product purchase intentions. Because of the increased focus on environmental issues in emerging markets, an examination of the institutional environment in India can provide unique insights into the drivers of green consumption.Design/methodology/approachA large-scale data collection is conducted via an online survey to test the validity of the theorized model. A survey methodology is used to collect responses from a sample of 400 consumers in India and analyzed via Smart PLS 3.0.FindingsThe findings suggest moral norms, injunctive and descriptive, have varying influences on consumers. Further, governmental influence, at least in India, may not have a positive impact one would expect. The results indicate the institutional framework developed in this research has a good predictive ability in green marketing settings and offers insights for businesses and policymakers to enhance consumers’ motivations to purchase green products.Originality/valueFrom a theoretical perspective, this research is the first to examine the institutional environment on green consumption in India and provides unique insights into the influences of green consumption. The results suggest the institutional environment in India presents unique opportunities for practitioners and policymakers.

Eberhardt, Tim; Hubert, Marco; Lischka, Helena Maria; Hubert, Mirja; Lin, Zhibin

doi: 10.1108/jcm-08-2019-3356pmid: N/A

The purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food.Design/methodology/approachData were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK.FindingsThe results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products.Practical implicationsThis paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets.Originality/valueThis research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.

Moal, Gaelle Marie

doi: 10.1108/jcm-02-2020-3665pmid: N/A

This purpose of this paper is to identify the travel constraints faced by retired travelers and the influence that becoming old in the 21st century exerts on the erection of travel barriers.Design/methodology/approachThis research relies on a qualitative approach and the narrative analysis of 15 transcribed interviews with retired adults between the ages of 60 and 85 years. It uses the typology from the hierarchical leisure constraints model to identify and classify the travel constraints faced by older adults today.FindingsInterviews with retired respondents led to the identification of 10 categories of travel constraints. The results confirm the specific influence of advancement in age and the need to reinterpret known constraints in the context of ageing today.Research limitations/implicationsThis paper contributes to the understanding of the travel constraints faced by retired adults today. It reveals the necessity to take the influence of ageing today into account to fully understand travel constraints for the current generations of retired travelers.Practical implicationsThis paper provides recommendations to help practitioners and social policy makers overcome the barriers that prevent retired adults from travelling.Social implicationsThis research helps to understand the constraints faced by retired adults when they wish to travel and provides recommendations on how to overcome them, thus contributing to helping retired adults optimize their travel potential and reap the health and wellness benefits associated with traveling.Originality/valueThis research identifies the specific constraints faced by retired adults today and presents them in a clear and readable format of constraint categories. It extends the existing research on older consumers, marketing and tourism.

Indibara, Indirah; Varshney, Sanjeev

doi: 10.1108/jcm-07-2019-3305pmid: N/A

This paper aims to examine the effect of social cynicism on consumer cynicism. The negative inferred motive is tested as a mediator between social cynicism and consumer cynicism; whereas, negative affectivity is tested as a moderator between social cynicism and negative inferred motive.Design/methodology/approachThe study was carried out in India using a mixed-method approach. In the first stage, a survey was conducted to test the moderated mediation model, followed by in-depth interviews in the second stage. The survey was analysed using structural equation modelling, while themes were generated from the data collected through interviews.FindingsThe study established the effect of social cynicism on consumer cynicism. Negative inferred motive mediated the relationship between social cynicism and consumer cynicism. Negative affectivity moderated the influence of social cynicism on negative inferred motive.Research limitations/implicationsWith rising anti-consumption behaviours, it is imperative to understand why consumers turn cynical towards marketers. The study indicates that consumer cynicism is influenced by previous experiences of the consumer with the society and is not merely a reaction to arm-twisting by firms. As social cynicism cannot be changed drastically, understanding how it impacts consumer cynicism would help a firm handle its marketing efforts better.Originality/valueThe study empirically validates the relationship between social cynicism and consumer cynicism. The mediating effect of negative inferred motive on consumer cynicism was also validated. The study is also the first to point out the moderating role of negative affectivity on the relationship between social cynicism and negative inferred motive.

Zhao, Shuguang; Wu, Xuan

doi: 10.1108/jcm-08-2019-3370pmid: N/A

“Fostered idols” refer to entertainment idols and young stars-in-the-making who begin their careers as amateurs. Today, the fostered idol model has become increasingly popular in China, and fans demonstrate incredible consumption power. Despite the booming market, little is known about this phenomenon. Therefore, this study aims to explore fans’ motivations and consumption practices from the consumer’s perspective within the framework of self-determination theory.Design/methodology/approachIn all 20 in-depth interviews with fostered idol fans were conducted through online phone calls. The interviews were recorded, transcribed and subsequently analysed using a grounded approach.FindingsThe results indicate that fans’ consumption practices are motivated both intrinsically and extrinsically. Intrinsic motivation includes sensory pleasure while extrinsic motivations are composed of a sense of being needed and a sense of success. Extrinsic motivations play a dominant role and reflect the needs of relatedness and competence. Additionally, consumption practices are found to be consistent with motivations.Research limitations/implicationsThe results show the crucial role of psychological satisfaction experienced by fans in the consumption of the fostered idol and highlight the importance of a relatedness- and competence-supportive environment to secure fans’ persistent consumption and loyalty.Originality/valueThis study focuses on fans of fostered idols that has not been explored in existing studies and offers valuable insights regarding the similarities and differences between fan consumption in China and other Asian countries. The results will inform marketing practitioners for the development of effective strategies and business decisions.

Wang, Wangshuai; Chen, Nuoya; Li, Jie; Sun, Gong

doi: 10.1108/jcm-09-2019-3398pmid: N/A

Social networking sites (SNSs) are an indispensable part of people’s daily lives. However, scant literature describes how SNSs affect users’ behaviors, especially consumer behavior in emerging markets. This research aims to fill this literature gap.Design/methodology/approachTwo empirical studies were conducted using different methods. Study 1, a survey, provided correlational evidence. Study 2, a lab experiment, further verified the causal relationship.FindingsFrom Chinese consumer data, SNS consumption exposure enhances luxury brand consumption, mediated by social comparison motivation and moderated by legitimacy perceptions of SNSs as information outlets.Originality/valueThis research bridges SNSs and luxury brand consumption, two islands among different streams of literature. In addition, the paper illuminates the psychological mechanism through which SNSs affect luxury brand consumption and the boundary condition in which this effect diminishes. Practically, this paper is also instructive for SNSs and luxury brands.