 Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
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- Measuring prime ministerial brands: Exploring Needham’s framework for
assessing the UK’s Boris Johnson and the Greek konstantinos mitsotakis-
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Authors: Panos Koliastasis, Darren Lilleker
Abstract: International Journal of Market Research, Ahead of Print.
Using political branding as an analytical lens can help explain the emotional connections and evaluative perceptions citizens have regarding political parties and their leaders. Measuring what makes a successful brand is best usually conducted with the benefit of hindsight, we can explain why a brand was a success or a failure based on public opinion data and attribute this to events. However, our research seeks to test the extent that analysis of strategic communication can offer opportunities to predict outcomes. We explore the communication of two prime ministerial brands who, due to their similarities and differences, offer an opportunity to assess the extent that the dimensions of a successful brand are universal. We employ Needham’s framework, developed to demonstrate why the brand of UK prime minister Tony Blair (1997–2008) proved so popular. We find that the dimensions of a successful brand are present in the strategic communication of both premiers. However, we find that the nature of some brands may make them appropriate for campaigning, but not for governance in challenging times. We argue that political brands need to be consistent, but once in government must be adaptable for the changing conditions and develop an appropriate style to accommodate the challenges facing a prime minister in the 21st century.
Citation: International Journal of Market Research
PubDate: 2024-08-22T09:05:17Z
DOI: 10.1177/14707853241276963
- Machine learning based methods for ratemaking health care insurance
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Authors: Amal Ben Hamida, Manel Kacem, Christian de Peretti, Lotfi Belkacem
Abstract: International Journal of Market Research, Ahead of Print.
In insurance, proposing an accurate premium that is adjusted to the insured risk profile allows companies to better manage their portfolios and to be more competitive. Machine learning methods have recently been adopted for various improvements in insurance ratemaking, especially in the automobile industry. These models are specifically used to mine potential data information and to build a predictive model for a variable of interest using explanatory variables. In this paper, we aim to provide a pricing method for ratemaking individual healthcare insurance contracts using machine learning algorithms that are applied to a Tunisian healthcare insurance portfolio. We start with a simple Classification and Regression Tree, and we work toward more advanced methods that are Random Forest, Extreme gradient boosting, Support Vector Regression, and Artificial Neural network regression model. The predictive performance of these non-parametric methods is compared with the standard generalized linear model. Our results showed the applicability of machine learning in the healthcare insurance market and that the XGBoost algorithm outperforms the predictive capacity of the classical generalized linear model.
Citation: International Journal of Market Research
PubDate: 2024-08-18T12:32:51Z
DOI: 10.1177/14707853241275446
- When “the more the better”' Mindfulness enhances the effect of the
number of displayed product features in short video ADs on purchase
intention-
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Authors: Nan Su, Shuo Feng, Lei Wang, Yuanzhi Wu
Abstract: International Journal of Market Research, Ahead of Print.
In the age of information explosion, consumers may no longer want to be overwhelmed with more information. But marketers are forced to display multiple features of a product in advertisements to fully demonstrate its competitive advantage, especially for a multifunctional product. Based on this, the authors explore when more could be an effective marketing strategy. The results of five studies demonstrated that the more features of multifunctional products displayed in video ads, the lower the processing fluency of consumers when watching the ads, thus reducing their positive emotions, and finally reducing their purchase intention, supporting the negative effect of more features on consumers in the context of marketing and revealed its cognitive and emotional mechanism. More important, we introduce mindfulness, an effective marketing strategy that alleviates the negative effect of too many product features on consumers, into the field of advertising marketing to address this issue. A high level of mindfulness, whether measured by trait scales or manipulated by experimental priming, weakens the negative effects of the number of displayed features. Specifically, when the level of mindfulness is high, the negative effect of displaying more product features on purchase intention is weak. When the level of mindfulness is low, the number of displaying more features has a strong negative impact on purchase intention.
Citation: International Journal of Market Research
PubDate: 2024-08-14T02:19:20Z
DOI: 10.1177/14707853241268151
- Examining the use of explicit ‘no opinion’ options in attitude
survey design-
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Authors: Michael D. Mattei, Stephen J. Hellebusch, Matthew D. Mattei
Abstract: International Journal of Market Research, Ahead of Print.
This paper investigates the impact of including or omitting an explicit “don’t know (DK)/no opinion (NO)” option in survey questionnaires. Three consecutive annual surveys were conducted using identical questionnaires, with variations in the inclusion of the DK/NO option. The study compares responses from the 2019 survey, which lacked a DK/NO option, to responses from the 2020 and 2021 surveys, which included this option. Utilizing a 7-point Likert scale, respondents were asked to indicate their opinions, with options ranging from extreme disagreement to extreme agreement, with a neutral midpoint. Statistical analysis, employing Two Sample Z-tests Between Proportions, assessed differences in the proportion of neutral responses between the surveys. Findings reveal that the inclusion of the DK/NO option did not significantly alter the proportion of neutral responses compared to surveys without this option. These results challenge the prevailing notion that explicit DK/NO options improve data quality.
Citation: International Journal of Market Research
PubDate: 2024-08-02T09:32:02Z
DOI: 10.1177/14707853241269545
- From landslide to mudslide: The strategic marketing mistakes of the
2020–2023 New Zealand Labour Government-
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Authors: Jennifer Lees-Marshment, Neil Bendle, Clifton van der Linden
Abstract: International Journal of Market Research, Ahead of Print.
This article explores how a political party’s fortunes can change extremely quickly, by examining the strategic errors behind the Labour Party’s 2023 loss in New Zealand. In October 2020, Prime Minister Jacinda Ardern and the Labour Party of New Zealand won a landslide majority. This secured a once in a generation chance to deliver transformational change. However, just over 2 years later, Ardern exited following a profound drop in popularity. Although a respected minister, Chris Hipkins, took over, the party then suffered a massive defeat. We apply a playbook developed for the 2020 election to identify the reasons behind such a downturn in fortunes, noting the speed of change of voter priorities and Labour’s failure to develop a clear vision or pivot to address changed priorities. We draw on multiple sources of data, including party policies, communications, polling data and the public engagement survey Vote Compass. This confirms that governments, to maintain support, must utilise appropriate market research and engage in careful political marketing planning, starting with understanding voter expectations from the last election.
Citation: International Journal of Market Research
PubDate: 2024-08-02T09:06:27Z
DOI: 10.1177/14707853241268642
- Inherit or innovate'–evidence from China’s auto industry’s new car
series naming-
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Authors: Jiuchang Wei, Hairao Zhou, Yang Zhao
Abstract: International Journal of Market Research, Ahead of Print.
The automotive industry introduces a sizable number of new automobile products annually. The naming of new products may have significant impact on their market performance. Diverging from prior research on the impact of product names, companies’ innovative consciousness endows them with a certain level of proactive positioning, thereby implementing independent naming strategies after considering product factors and consumer preferences passively. This paper analyzes the drivers of the market performance of sequential products on the naming of new products in Chinese automotive industry. We collected market share data and names of various car series from January 2007 to September 2022. Then, we calculated semantic distances between names and performed empirical tests. Our findings show that firms demonstrate a risk preference pattern contrary to traditional prospect theory when using the previous car series’ market share as a reference point. In the interplay between market orientation and risk preferences, the relationship between the market share of the last car series and the similarity in names between old and new car series follows an inverted U-shaped pattern. This study extends the discussion on risk preferences within the behavioral theory of the firm (BTOF) and proposes a decision mechanism for product naming that considers market and firm factors during the response phase of market orientation.
Citation: International Journal of Market Research
PubDate: 2024-08-01T01:04:13Z
DOI: 10.1177/14707853241268708
- Digital technologies meet soft laddering: A critical reflective
perspective-
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Authors: Chiara Bartoli, Alberto Mattiacci, Costanza Nosi
Abstract: International Journal of Market Research, Ahead of Print.
This study contributes to the academic discourse on the evolution of virtual qualitative enquiries in the wake of the accelerated adoption of digital technology following the COVID-19 pandemic. Employing a critical-reflection approach, this study explored the experiences of investigators who conducted 150 soft laddering interviews, either online or face-to-face. The research provides a theoretical reflection on online soft laddering and its application with new technological tools, such as video conferencing and social media, demonstrating how these tools mitigate logistical and relational limitations while enhancing data collection scope and reach. The findings indicate that technological advancements are fostering a gradual hybridisation of digital and physical methods, particularly those utilising synchronous interviews. As the physical and digital realms converge, this trend leads to the phygitalisation of qualitative research.
Citation: International Journal of Market Research
PubDate: 2024-07-31T10:34:56Z
DOI: 10.1177/14707853241269459
- Effect of branching middle responses in dichotomous scales on web surveys
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Authors: Z. Tuba Suzer-Gurtekin
Abstract: International Journal of Market Research, Ahead of Print.
Previous research shows that in telephone surveys, 11–49% of respondents select a middle alternative when it is offered on dichotomous bipolar questions, although they do not volunteer a middle option when it is not mentioned. Furthermore, offering a middle option leads to different systematic response effects, including social desirability bias and satisficing effects, which are related to respondent characteristics. Research has shown that in telephone surveys, a question form with a branching middle response has a lower response validity compared to that of a non-branching middle response. However, compared to the non-branching form, the branching form could potentially motivate respondents to spend more time and effort in their responses in the absence of an interviewer. Therefore, validity and reliability differences between branching-question form responses and non-branching-question form responses in general population web surveys have become an area of interest for research. Using a randomized experiment, this study tests the impact of a branching middle alternative in a general population survey on the validity and reliability of responses. The branching middle alternative did not change the validity and reliability of responses, and compared to the alternative, it reduced satisficing behavior based on the proxies.
Citation: International Journal of Market Research
PubDate: 2024-07-27T02:44:10Z
DOI: 10.1177/14707853241268207
- The future of political marketing: New bridges and faster, more dangerous
roads-
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Authors: Bruce I. Newman
Abstract: International Journal of Market Research, Ahead of Print.
Citation: International Journal of Market Research
PubDate: 2024-07-23T02:15:25Z
DOI: 10.1177/14707853241264118
- Exploring the impact of giving free food samples and loyalty cards on
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Authors: Natalie Gold, Pieter Cornel, Shi Zhuo, Katie Thornton, Rupert Riddle, Robert McPhedran
Abstract: International Journal of Market Research, Ahead of Print.
Free samples and loyalty cards are frequently used, but there is little rigorous empirical testing of their effects. We conducted a stepped wedge trial in 29 workplace food outlets to investigate their effects on sales of plant-based meals. Outlets were randomly assigned to three sequences that entered the intervention in the first, second, or third week of August 2022. Free samples of plant-based meals were given out in the first week of the intervention; loyalty cards were available throughout, entitling the bearer to a free meal after they had bought three. The intervention period ended in the last week of August for all outlets. The free meal could be redeemed until one month later. We did not find statistically significant effects of the interventions compared to the baseline period. Our process evaluation indicated that many participants preferred to eat their habitual meal or were unaware of the loyalty cards.
Citation: International Journal of Market Research
PubDate: 2024-07-19T06:19:20Z
DOI: 10.1177/14707853241264242
- The power of specific emotion analysis in predicting donations: A
comparative empirical study between sentiment and specific emotion
analysis in social media-
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Authors: Sanghyub John Lee, Leo Paas, Ho Seok Ahn
Abstract: International Journal of Market Research, Ahead of Print.
This paper investigates the role of sentiment and specific emotion analysis in forecasting donation behaviour within the context of social networking services (SNSs). The study empirically examines the influence of sentiment and specific emotion analysis on donation behaviour for two non-profit organizations (NPOs): The Fred Hollows Foundation (The Foundation) in both Australia and New Zealand, and The University of Auckland (UOA) in New Zealand. We collected and analysed 298,569 tweets from 106,349 users mentioning these NPOs, along with 5,175,359 tweets mentioning the top 20 US brands from 1,623,113 users. We found that NPOs are often associated with brands that induce joy. Furthermore, sadness expressed by marketers and joy expressed by users positively affected donations to The Foundation, while user-expressed anger positively influenced donations to UOA within the same month. A two-month rolling average analysis highlighted the significant effect of lingering negative emotions on monthly donations over time. Specific emotion analysis outperforms sentiment analysis by demonstrating a higher effect size (R2). We advocate for the application of the transformer-transfer learning method for specific emotion analysis when scrutinizing large-scale social media data and devising fundraising strategies.
Citation: International Journal of Market Research
PubDate: 2024-06-13T05:28:58Z
DOI: 10.1177/14707853241261248
- Upselling through upgrading: The role of employee engagement
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Authors: Hyunsoo Yoo, Jihoon Cho, Youngju Kim, Hye-Jin Kim
Abstract: International Journal of Market Research, Ahead of Print.
Although the literature on upselling has investigated different aspects of inducing upselling, there are limited discussions of the effect of past transactions on customers’ acceptance of upsells. Building on the expectation-confirmation and reference dependence theories, this study utilized mixed-effect regression analysis to explore the extent to which customers’ acceptance of upsells changes in response to their prior experience of unexpected gains via free upgrades. The results show that customers accept and spend more on upselling offers when they have experienced a free upgrade in a past transaction and that the effect of the free upgrade on upselling is positively moderated by the level of employee engagement.
Citation: International Journal of Market Research
PubDate: 2024-06-10T06:39:32Z
DOI: 10.1177/14707853241259873
- Semiotic protocols for cultural trend analysis in strategic communication:
Brand cases from the telecommunications sector-
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Authors: Manuel Pinto Grunfeld, Nelson Pinheiro Gomes
Abstract: International Journal of Market Research, Ahead of Print.
The SARS-CoV-2 pandemic strongly influenced daily practices, and this manifested in social interactions, communications and consumption. This work addresses the relations between branding and cultural trends in strategic communication and advertising in different contexts of the pandemic. First, we reviewed the concepts of branding and cultural trends. From there, it was necessary to develop a methodological proposal to articulate a connotative semiotic analysis with the semiotic square and a cultural trend mapping. The analysis was carried out through an independent and comparative reading of two-time phases: confinement (2020) and end of constraints (2022). Three telecommunications brands in Portugal act as case studies in a random and probabilistic sample of two audiovisual texts from Christmas campaigns each. Finally, a theoretical-operational triangulation is obtained between branding, cultural trends and semiotic analysis in promoting local brands that redefine spaces, social relations, and identity expression during and after the COVID-19 pandemic confinements.
Citation: International Journal of Market Research
PubDate: 2024-05-22T05:13:44Z
DOI: 10.1177/14707853241250287
- Qualitative research in the metaverse, a primer
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Authors: Julian P Adams
Abstract: International Journal of Market Research, Ahead of Print.
New technology can be a source of great optimism and a force for positive change in the research industry. As such, it is important to discuss the merits of emerging technology. In this research note, the emergent opportunity for qualitative research in the metaverse is discussed. This paper looks at how rich sensory virtual environments with multiple sensory modalities might help address some of the shortcomings of traditional online qualitative research. The importance of establishing social presence in virtual qualitative research is addressed. Then, how the metaverse might help remove some of the constraints of ‘big qual’ is debated. The potential for the metaverse to improve participant inclusivity is considered, before finally discussing the issue of research ethics in a decentralised virtual world.
Citation: International Journal of Market Research
PubDate: 2024-05-20T04:42:45Z
DOI: 10.1177/14707853241255473
- Not seeing the wood for the trees: Influences on random forest accuracy
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Authors: Chris Hand, Elena Fitkov-Norris
Abstract: International Journal of Market Research, Ahead of Print.
Machine learning classifiers are increasingly widely used. This research note explores how a particular widely used classifier, the Random Forest, performs when faced with samples which are imbalanced and noisy data. Both are known to affect accuracy, but if their effects are independent or not has not been explored. Based on an experiment using synthetic data generated for the study we find that the effects of noise and sample balance interact with each other; classification accuracy is worse when faced with both noisy data and sample imbalance. This has implications for the use of RF in market research, but also for how methods to address either sample imbalance or noise are assessed.
Citation: International Journal of Market Research
PubDate: 2024-05-18T12:11:11Z
DOI: 10.1177/14707853241255469
- How prevalent are suggestive brand names and Distinctive Assets' An
AI-human approach-
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Authors: Larissa Mae Bali, Zachary William Anesbury, Peilin Phua, Byron Sharp
Abstract: International Journal of Market Research, Ahead of Print.
Despite the concept of a suggestive brand name existing for over one hundred years (Viehoever, 1920), the prevalence of suggestive versus non-suggestive brand names has not been documented. Previously, to do so extensively would have taken considerable time and money. We now show that artificial intelligence can replace manual coding with increased accuracy. We found the coding performances of Chat GPT-4 are 34% more accurate than GPT-3.5 and 44% more accurate than human coders. Systematically expanding our research to over 4,600 brands from consumer goods, services, and durables in major English-speaking markets (United Kingdom, United States, and Australia), we find that overall, slightly more than a quarter of all brand names are suggestive - ranging from 10% of durables to 56% of service brands. Further, we expand the suggestiveness research to non-brand name elements of almost 600 Distinctive Assets (e.g., colours, logos) across consumer goods, services, durables, and retailers (in the same three countries), finding that two in five are suggestive. The brand name and Distinctive Asset prevalence distributions are positively skewed, with most categories falling beneath the respective averages. Furthermore, regarding performance, on average, suggestive Distinctive Assets display lower levels of Fame and Uniqueness than non-suggestive Distinctive Assets.
Citation: International Journal of Market Research
PubDate: 2024-05-06T10:14:59Z
DOI: 10.1177/14707853241251954
- Key driver analysis with relative weight analysis: A two-step approach
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Authors: Michael S. Garver, Zachary Williams
Abstract: International Journal of Market Research, Ahead of Print.
Key driver analysis (statistically inferred importance analysis) is commonly implemented to understand what customer satisfaction attributes are most important in driving overall customer satisfaction. Building on prior research, this article suggests that dominance analysis and relative weight analysis are the most appropriate statistical techniques for conducting key driver analysis, yet relative weight analysis is the more feasible choice. A process is put forth so that research practitioners can conduct key driver analysis with relative weight analysis implementing a two-step approach. The two-step approach should be used when the key driver analysis contains a large number of attributes, which are theoretically redundant and highly correlated.
Citation: International Journal of Market Research
PubDate: 2024-04-29T06:02:46Z
DOI: 10.1177/14707853241251719
- The urge to splurge: Differentiating unplanned and impulse purchases
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Authors: Nadia Morozova, Ivo Vlaev
Abstract: International Journal of Market Research, Ahead of Print.
This research note addresses a significant gap in the literature regarding the underlying mechanisms of purchase decision-making that lead to unplanned and impulse purchases. Although several papers have highlighted the differences between the two purchase types, recent academic publications continue to use those terms interchangeably. Through a systematic literature review, this study identified six high-level constructs, in line the Theoretical Domains Framework, that effectively differentiate unplanned from impulse purchase types. Overall, impulse (vs. unplanned) purchases have a primary association with automatic (vs. reflective) motivation. With these findings, academic researchers can better define the types of purchase they are investigating, including the main constructs and underlying psychological mechanisms that are associated with these purchases. As a result, this study substantially improves the reliability of knowledge in this domain. Additionally, this study may encourage marketers to expand their existing toolkits with a broader set of activities that can drive these different purchase types. For instance, marketers could appeal to different underlying purchase decision-making mechanisms: for unplanned purchases, they could offer reminders of related products; for impulse purchases, they could focus on immediate gratification.
Citation: International Journal of Market Research
PubDate: 2024-03-07T10:49:56Z
DOI: 10.1177/14707853241229671
- Examining final comment questions with requests for written and oral
answers-
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Authors: Jan Karem Höhne, Joshua Claassen
Abstract: International Journal of Market Research, Ahead of Print.
Self-administered web surveys provide respondents only limited opportunities for feedback. Therefore, many web surveys include so-called “final comment questions” (FCQs) that allow respondents to elaborate on the survey in general and the survey questions in particular. Typing in open answers in text boxes is burdensome – especially via smartphones with virtual on-screen keypads – so that respondents frequently provide short or no answers at all. In this study, we make use of new technological advancements in web survey methodology and investigate FCQs with requests for written and oral answers. For this purpose, we conducted an experiment in a smartphone survey (N = 1,001) in a German online panel. The results reveal that FCQs with a request for written and oral answers do not differ with respect to item-nonresponse. However, oral answers are substantially longer than written answers pointing to more in-depth information. The oral answer condition also results in more positive comments than the written answer condition. This study is a methodological showcase for innovative web survey design that contributes to the improvement of data quality.
Citation: International Journal of Market Research
PubDate: 2024-01-24T07:43:39Z
DOI: 10.1177/14707853241229329
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Hybrid journal (It can contain Open Access articles)
