JournalTOCs

International Journal of Marketing Studies
Number of Followers: 13

This is an Open Access Journal

Open Access journal
ISSN (Print) 1918-719X - ISSN (Online) 1918-7203
Published by CCSE

[43 journals]

Reviewer acknowledgements for International Journal of Marketing Studies,
Vol. 15, No. 1
- Abstract: Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 15, No. 1, 2023.
  PubDate: Wed, 31 May 2023 07:06:25 +000
Materialistic Consumers Who Need To Signal Their Status: Examination of
Antecedents and Consequences of Consumers’ Luxury Brands Engagement on
Social Media
- Abstract: The purpose of this research is to understand the key drivers and outcomes of consumer brand engagement (CBE) with luxury brands on social media. Specifically, this study aims to examine the mediating effect of CBE between antecedents (materialism, need for status signaling) and brand outcomes (brand attitude and brand usage intention) when consumer involvement (CI) is controlled. A survey was administered to 547 non-student young consumers who follow luxury brands on Instagram. The empirical findings show that antecedents (materialism, need for status signaling) positively influence brand outcomes (brand attitude, brand usage intention). Further, the results show a partially supportive mediating role of CBE between antecedents and brand outcomes. This research found prominent effects of materialism and need for status signaling. There are limited studies on CBE with luxury brands on social media. This research is a pioneer, as it extends the CBE framework by adding two individual difference variables as antecedents and two brand outcome variables.
  PubDate: Fri, 21 Apr 2023 08:02:42 +000
The Impact of Electronic Commerce on Consumer Satisfaction and Consumer
Preferences for Retail Stores in Saudi Arabia
- Abstract: E-commerce or online shopping is becoming a vital method of shopping worldwide, and it has a huge effect on consumer choices. This paper aims to investigate the impact of e-commerce on consumer satisfaction and preference compared to retail stores in Saudi Arabia. The paper uses applied methods using structural equation modeling to test the hypotheses; an electronic questionnaire with 30 questions was disseminated among 839 Saudis. After testing the reliability and validity, the result showed that e-commerce has a significant positive impact on consumers’ satisfaction and preference compared to physical stores. This paper seeks out what customers need and want, which provides Saudi businesses with insights to grow their online stores and improve their offline stores in order to compete in the market. The study has some limitations that need to be considered for future studies.
  PubDate: Fri, 03 Mar 2023 02:58:29 +000
Consumer Buying Behavior During the Epidemics Spread: Through Application
on COVID-19 Pandemic
- Abstract: This scientific paper clarifies the most important changes that occurred to the theoretical model of individual behavior when deciding to get vaccinated and to select one of the vaccines offered to him/her during the pandemic period and discusses the ratio of his/her spending on cleaning tools and disinfectants. The study concludes that the mortality ratio to the infection cases follows a seasonal trend that increases in the months of (March – April – May). The educated and most cultured heads of families holding (University Degree – Master’s – PhD) have represented the higher percentage in following the precautionary measures through buying and using disinfectants during the coronavirus pandemic period. There is also interest and keenness to get vaccinated among the high-income groups, and there is no effect of demographic variables under the study on the individuals and their dependents’ infection or the time of infection (before – after) the individual access to vaccination.
  PubDate: Wed, 15 Feb 2023 03:36:04 +000
The Mediating Role of Green Purchase Intention between Antecedents of
Green Purchase Intention and Consumer’s Green Buying Behaviour:
Empirical Evidence in Ethiopia
- Abstract: Today, many companies have accepted responsibility to produce products and “go green”, because they have realized that they can reduce pollution and increase profits at the same time. The primary objective of this study was to investigate the role of green purchase intention as a mediator between antecedents of green purchase intention and green purchasing behavior in the Ethiopian context. Through a comprehensive literature review, the inﬂuencing factors of consumers’ green purchase were explored. This study is cross sectional and quantitative in nature. The unit of analysis for the study is green product consumers, and data is gathered through a cross-section survey research technique. Data were collected from five major cities in Ethiopia using self-administered questionnaires and the mall intercept method. Field researchers approached over 500 people over the course of four weeks in five cities and asked them to complete a questionnaire and only 319 completed questionnaires were used for analysis. According to the findings, cognitive factors, green perceived value, green perceived quality, green perceived risk, consumer individual characteristics, green trust, collectivism, environmental advertisement, ecological packaging, high prices for ecological products and consumer spiritual orientation all have a significant positive influence on consumers’ intentions to make green purchases. However, Perceived Behavioral Control; Perceived consumer effectiveness, Environmental Concern, Social Factors and Subjective norm all have insignificant effect on consumers green purchase intention. This study used structural equation modeling (SEM) to test the hypotheses. The results of the study also demonstrated that green purchase intention mediates the relationship between green purchase intention’s antecedents and consumer purchase behavior because indirect effect estimates are higher than direct effect estimates (0.305 > 0.278). The findings of this study will provide orientations for enterprises engaged in green product diffusion and organizations responsible for environmental protection.
  PubDate: Thu, 09 Feb 2023 03:32:33 +000
Factors Affecting Customer Satisfaction in Purchasing Car
- Abstract: Globalization of the markets coupled with economic downturn had changes the pattern of customer behavior and consumption patterns. The customer buying behavior is a complex topic as many internal and external factors have impact on the level of satisfaction of the customer. From the past decade, previous researchers had attempted to understand how customers’ needs their responses and feedbacks. In 2017, the number of Honda Civic 2017 Model car owners has reached 109,511 units in Malaysia and the Malaysia’s southern region occupied 34% of Honda’s total sales compared to others car model (Honda, 2018; Lye, 2018). Seeing that the demand for this model is high, it is crucial to study the car owners’ satisfaction align with the automobile and organizational standards, especially through effective customer satisfaction measurement model. The objective of the research is to study the relevant factors that affecting customers’ satisfaction in purchasing Honda Civic car (model 2017). This research studied the factors (price, customers’ services, brand image and quality) in influencing the customers’ satisfaction. The results show that customers’ services and quality have significant relationship towards customers’ satisfaction. The findings would be useful for academicians to further study on factors related with this area or to find out whether similar to apply this to other industry as well.
  PubDate: Wed, 01 Feb 2023 03:34:23 +000
Advertising in the Metaverse: Opportunities and Challenges
- Abstract: With the continuous upsurge of virtual and augmented reality, technology is seen precipitously evolving introducing new innovations that would have been formerly unbelievable. One of these innovations is the metaverse, a distinctive and immersive virtual world, a network of 3D virtual environments resided by avatars of actual people that focuses on social connections. This virtual world would continue to evolve and develop based on consumers’ choices and interactions within this space, synchronized with the real world that has no end. The metaverse can be described as an indefinite universe that continues to swell as more and more users are involved, merging reality and virtuality in one.In the field of digital advertising and marketing, advertising agencies and strategists need to keep up with the speed of the latest artificial intelligence developments, with a full understanding of the metaverse and its potential. Keeping in mind the main target audiences, Gen Z and millennials, as they have been already spending time in virtual worlds and participating in a range of metaverse behaviors through virtual games such as Roblox, and other virtual reality technologies. This research aims to explore the potential of advertising within the metaverse universe, the challenges it would face, the virtual strategies that can tie in with the real world, and how brands can forge their own virtual pathways in relation to consumer behavior.
  PubDate: Mon, 16 Jan 2023 04:30:43 +000
Image Transfer in Sports Creative Sponsorship and Participation
Sponsorship: What’s the Difference'
- Abstract: Participation sponsorship and creative sponsorship of sports events can have strategic communication effects. In this study of the car brand “Peugeot” in Tunisia, the impact of participation sponsorship on image transfer was compared with that of creative support, considering the moderating effect of the involvement of spectators on the image transfer process. Structural equation modeling analysis was used to validate the measurement of images and structural models of image transfer. The results largely favored sports-related creative sponsorship. Furthermore, when moving from “low involvement” to “high involvement” groups, observers of the creative backing were perceived as more intense, indicating that participation sponsorship has a decreasing impact. Research results have shown that it can be a more effective communication tool than multi-sponsoring. We conclude that creative support presents a real image transfer opportunity for sponsors that is less costly but more persuasive than participation. This assumption deserves to be verified for the indirect sports audience and in other cases of events with high and low media coverage.
  PubDate: Mon, 16 Jan 2023 04:24:59 +000