Subjects -> ADVERTISING AND PUBLIC RELATIONS (Total: 23 journals)
Showing 1 - 8 of 8 Journals sorted alphabetically
Advertising & Society Review     Full-text available via subscription   (Followers: 15)
Book History     Full-text available via subscription   (Followers: 194)
Design and Culture : The Journal of the Design Studies Forum     Hybrid Journal   (Followers: 29)
Foundations and Trends® in Marketing     Full-text available via subscription   (Followers: 18)
International Journal of Advertising     Full-text available via subscription   (Followers: 33)
International Journal of Complexity in Leadership and Management     Hybrid Journal   (Followers: 29)
International Journal of Market Research     Full-text available via subscription   (Followers: 19)
Journal of Advertising     Hybrid Journal   (Followers: 30)
Journal of Advertising Research     Full-text available via subscription   (Followers: 27)
Journal of Consumer Psychology     Hybrid Journal   (Followers: 44)
Journal of Current Issues & Research in Advertising     Hybrid Journal   (Followers: 10)
Journal of Interactive Advertising     Open Access   (Followers: 15)
Journal of International Marketing     Full-text available via subscription   (Followers: 30)
Journal of Marketing     Full-text available via subscription   (Followers: 59)
Journal of Marketing Research     Full-text available via subscription   (Followers: 74)
Journal of Public Policy & Marketing     Full-text available via subscription   (Followers: 18)
Journal of Public Relations Research     Hybrid Journal   (Followers: 23)
Opinião Pública     Open Access  
Place Branding and Public Diplomacy     Hybrid Journal   (Followers: 5)
Public Relations Inquiry     Hybrid Journal   (Followers: 9)
Public Relations Review     Hybrid Journal   (Followers: 21)
RAE-eletrônica     Open Access   (Followers: 2)
Revista Internacional de Relaciones Públicas     Open Access   (Followers: 1)
Similar Journals
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International Journal of Market Research
Journal Prestige (SJR): 0.393
Citation Impact (citeScore): 1
Number of Followers: 19  
  Full-text available via subscription Subscription journal
ISSN (Print) 0025-3618
Published by Sage Publications Homepage  [1118 journals]
  • Can market research change the world for the better'
    • Authors: Graham Mytton, Philly Desai, Agnes Nairn
      Pages: 3 - 8
      Abstract: International Journal of Market Research, Volume 63, Issue 1, Page 3-8, January 2021.

      Citation: International Journal of Market Research
      PubDate: 2021-01-19T04:03:34Z
      DOI: 10.1177/1470785320983237
      Issue No: Vol. 63, No. 1 (2021)
  • Finding yourself in your wardrobe: An exploratory study of lived
           experiences with a capsule wardrobe
    • Authors: Aurore Bardey, Madison Booth, Giuliana Heger, Jonas Larsson
      Abstract: International Journal of Market Research, Ahead of Print.
      Fashion overconsumerism and overproduction have placed the fashion industry one of the world’s most polluting industries. In addition to its environmental impact, research has shown that materialism leads to lower life satisfaction and decision fatigue. Recently, studies have highlighted an increased interest in sustainable fashion consumption and ethical lifestyle. The capsule wardrobe phenomenon, that is, defined by limited clothing pieces that focus on quality, longevity, and minimal or classic design, has gained exposure as a road map for consumers to remain fashionable while consuming less. Until today, no research has evaluated the impact of minimalist wardrobe on consumers. Using a phenomenological approach, the present study method to understand 10 female participants’ lived experiences with a capsule wardrobe. Our results showed a positive impact of a 3-week capsule wardrobe on our participants who felt less stressed, detached from fashion trends, have found joy in their fashion style, and enhanced their awareness of conscious consumption. Our findings highlight the richness of minimalism, sustainable consumption, and self-expression through an innovative and relevant phenomenon.
      Citation: International Journal of Market Research
      PubDate: 2021-02-16T11:58:33Z
      DOI: 10.1177/1470785321993743
  • Cognitive load reduction strategies in questionnaire design
    • Authors: Kylie Brosnan, Bettina Grün, Sara Dolnicar
      Abstract: International Journal of Market Research, Ahead of Print.
      Survey data quality suffers when respondents have difficulty completing complex tasks in questionnaires. Cognitive load theory informed the development of strategies for educators to reduce the cognitive load of learning tasks. We investigate whether these cognitive load reduction strategies can be used in questionnaire design to reduce task difficulty and, in so doing, improve survey data quality. We find that this is not the case and conclude that some of the traditional survey answer formats, such as grid questions, which have been criticized in the past lead to equally good data and do not frustrate respondents more than alternative formats.
      Citation: International Journal of Market Research
      PubDate: 2021-01-21T11:06:42Z
      DOI: 10.1177/1470785320986797
  • Capturing heterogeneous decision making processes: the case with the
           E-book reader market
    • Authors: Dongnyok Shim
      Abstract: International Journal of Market Research, Ahead of Print.
      Consumer decision-making within a specific product category can take many forms. This study investigates the individual-specific transferal processes in new product adoption through cognitive, affective, and conative stages. We propose a general and flexible Bayesian multivariate regression model and fit the model to survey data on dedicated E-book reader adoption. The results show that—among six possible transition paths—all paths are feasible for the decision-making process, except for the conative → cognitive → affective path. In terms of market share, those who follow the hierarchy of effect process describing the cognitive → affective → conative process has the biggest market share and those following affective → conative → cognitive path has the smallest share. The contribution of this research is twofold. From a theoretical perspective, this study developed an estimable model for capturing heterogeneity in consumers’ decision-making process. Practically, the study empirically shows that a variety of decision-making paths exist, using survey data on the Korean E-book reader market. In the substantive domain, capturing the heterogeneity of consumer decision-making could provide marketers with insights to help profile consumers and with a basis for customer segmentation.
      Citation: International Journal of Market Research
      PubDate: 2021-01-12T08:06:15Z
      DOI: 10.1177/1470785320980628
  • Using memes in online surveys to engage and motivate respondents
    • Authors: Catherine A Roster
      Abstract: International Journal of Market Research, Ahead of Print.
      This study explored the influence of Internet memes, specifically image macros of animals with motivational captions, on survey respondents’ engagement with the survey-taking experience and subsequent data quality. A web-based field experiment was conducted with online survey respondents from two sample sources, one crowdsourced, and one commercially managed online panel. Half of the respondents from each sample source were randomly selected to see the memes at various points throughout the survey; the other half did not. Direct and indirect measures of survey engagement and response quality were used to assess effectiveness of the memes. Quantitative results were inconclusive, with few significant differences found in measures of engagement and data quality between respondents in the meme or control condition in either sample source. However, qualitative open-ended comments from respondents who saw the memes in both sample groups revealed that memes provide respondents a fun break and relief from the cognitive burdens of answering online survey questions. In conclusion, memes represent a relatively inexpensive and easy way for survey researchers to connect with respondents and show appreciation for their time and effort.
      Citation: International Journal of Market Research
      PubDate: 2021-01-08T03:08:39Z
      DOI: 10.1177/1470785320981821
  • Using immersion research and people-driven design to improve behavior
           change programs
    • Authors: Dee Jupp
      First page: 9
      Abstract: International Journal of Market Research, Ahead of Print.
      This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges. Using a case study from Indonesia where child stunting was prevalent despite diverse food availability, the four-step process of immersion research, immersion in immersion findings, people-driven design, and trialing is described. It highlights the need to change mindsets among design experts so that they forge a deeper connection with people and their circumstances and move from providing technocratic solutions for people to facilitating change processes which are practical, relatable, and are led by people themselves.
      Citation: International Journal of Market Research
      PubDate: 2021-01-05T06:01:27Z
      DOI: 10.1177/1470785320980631
  • Negative effects of unlabeled response scales
    • Authors: Lars Bergkvist
      Abstract: International Journal of Market Research, Ahead of Print.
      This study used a novel research approach to investigate the effects of unlabeled response scales on response distributions. Instead of responding to standard questionnaire items respondents were asked to report given judgments on either semantic-differential (SD) or agree-disagree (AD) response scales, thereby showing the extent to which respondents agree upon where to place given judgments. Results from a survey-based study (N = 418) show that respondents to a large extent disagree about where to place judgments on the response scale; the level of agreement for different judgment intensities ranged from 42% to 82% and the level of agreement is lower for AD than SD response scales. The low levels of agreement contribute to non-substantive variance in the data which increases the risk of attenuated or inflated correlations between constructs. Moreover, simulations of actual response distributions suggest that unlabeled response scales may lead to a strong bias in the form of underestimated shares of positive answers. Implications for research and marketing research practice of using unlabeled response scales are discussed and it is recommended that response categories on SD and AD items always should be labeled since this will reduce non-substantive variance and bias in the data.
      Citation: International Journal of Market Research
      PubDate: 2020-12-24T04:46:52Z
      DOI: 10.1177/1470785320981815
  • Are self-description scales better than agree/disagree scales'
    • Authors: Jerry Timbrook, Jolene D Smyth, Kristen Olson
      Abstract: International Journal of Market Research, Ahead of Print.
      Questions using agree/disagree (A/D) scales are ubiquitous in survey research because they save time and space on questionnaires through display in grids, but they have also been criticized for being prone to acquiescent reports. Alternatively, questions using self-description (SD) scales (asking respondents how well a statement describes them from Completely to Not at All) can also be presented in grids or with a common question stem, and by omitting the word agree, SD scales may reduce acquiescence. However, no research has examined how response patterns may differ across A/D and SD scales. In this article, we compare survey estimates, item nonresponse and nondifferentiation across these two types of scales in a mail survey. We find that SD scales outperform A/D scales for non-socially desirable questions that ask about positive topics. For questions that ask about negative topics, we find that estimates for SD items are significantly more negative than A/D items. This may occur because the SD scale is unipolar and has only one negative response option (Not at All), whereas the bipolar A/D scale has two negative response options (Disagree and Strongly Disagree). We recommend that researchers use SD scales for non-socially desirable positive valence questions.
      Citation: International Journal of Market Research
      PubDate: 2020-11-23T11:14:57Z
      DOI: 10.1177/1470785320971592
  • Predicting online shopping cart abandonment with machine learning
    • Authors: Theresa Maria Rausch, Nicholas Daniel Derra, Lukas Wolf
      Abstract: International Journal of Market Research, Ahead of Print.
      Excessive online shopping cart abandonment rates constitute a major challenge for e-commerce companies and can inhibit their success within their competitive environment. Simultaneously, the emergence of the Internet’s commercial usage results in steadily growing volumes of data about consumers’ online behavior. Thus, data-driven methods are needed to extract valuable knowledge from such big data to automatically identify online shopping cart abandoners. Hence, this contribution analyzes clickstream data of a leading German online retailer comprising 821,048 observations to predict such abandoners by proposing different machine learning approaches. Thereby, we provide methodological insights to gather a comprehensive understanding of the practicability of classification methods in the context of online shopping cart abandonment prediction: our findings indicate that gradient boosting with regularization outperforms the remaining models yielding an F1-Score of 0.8569 and an AUC value of 0.8182. Nevertheless, as gradient boosting tends to be computationally infeasible, a decision tree or boosted logistic regression may be suitable alternatives, balancing the trade-off between model complexity and prediction accuracy.
      Citation: International Journal of Market Research
      PubDate: 2020-11-19T02:37:43Z
      DOI: 10.1177/1470785320972526
  • TV adverts, materialism, and children’s self-esteem: The role of
           socio-economic status
    • Authors: Agnes Nairn, Suzanna J Opree
      Abstract: International Journal of Market Research, Ahead of Print.
      Levels of debt and poor mental health are at an all-time high among UK families, while the gap between rich and poor has also widened. Exposure and susceptibility to advertising, belief that purchased products will lead to happiness (materialism), and poor mental well-being have been shown to be linked in previous research, but the role of children’s socio-economic status has seldom been taken into account. A greater understanding of the effects of this dynamic among those without the ready money to purchase highly advertised and desired products is important, particularly given the connections with children’s low self-esteem. This study aimed to (1) quantify differences in TV advertising exposure, materialism, and self-esteem between deprived and affluent children, (2) measure differences in susceptibility to the effect of TV advertising exposure on materialism between deprived and affluent children, and (3) measure differences in susceptibility to the effect of materialism on self-esteem between deprived and affluent children. It was found that children from deprived backgrounds were more materialistic than children from affluent homes, and that this was the result of both higher exposure to advertising and higher belief in the credibility of advertising. At the same time, we found that children from affluent backgrounds were more susceptible to advertising’s reinforcing effect on materialism, whereas children from deprived background were more susceptible to materialism’s detrimental effect on self-esteem. Two different dynamics appear to be at play in the two groups. This adds a new dimension to our understanding of the role of advertising in a society with high levels of inequality.
      Citation: International Journal of Market Research
      PubDate: 2020-11-09T02:24:21Z
      DOI: 10.1177/1470785320970462
  • Investigating the impact of coercive exposure on web-advertisement
           performance: Focusing on the mediating role of advertisement fit
    • Authors: Inwon Kang, Xue He, Ilhwan Ma
      Abstract: International Journal of Market Research, Ahead of Print.
      These days, advertisers make every effort to attract users through coercive exposure, so as to achieve web-advertisement performance. However, the validity of crediting actual performances through forced exposure is a moot point, because accompanied unwanted digressive advertisements and unintended mouse clicks imposed on the user, are nuisance factors that can culminate in a negative way. Hence, this study investigates advertisement performance in an elaborate way by focusing on varying effects of coercive exposures. Moreover, when considering advertisement performance, it is appropriate to examine advertisement fit, that is, whether the advertising contents match with services provided by the host website. The results showed that, when subjectively forced to frequent unsolicited advertisement, a user’s negative attitude to the respective advertisement greatly impacts on advertisement performance. Furthermore, if the level of advertisement fit is low, negative attitude is strengthened. This study provides guidelines on more appropriate ways for performing web advertisement, to achieve a genuine performance of advertisement and provide practical web-advertisement strategies for advertisers.
      Citation: International Journal of Market Research
      PubDate: 2020-10-30T09:39:33Z
      DOI: 10.1177/1470785320961355
  • #artoninstagram: Engaging with art in the era of the selfie
    • Authors: Chiara Piancatelli, Marta Massi, Andrea Vocino
      Abstract: International Journal of Market Research, Ahead of Print.
      This study aims to understand how people engage with art in the era of selfies, digital devices, and social media. It examines the audience experience of an art exhibition, where visitors are encouraged to use social media to share their art experience, to understand how such an approach might change the nature of visitor engagement with art. Arguably, selfies taken in the art space enrich the visitor’s experience and engagement with art and function as co-creational, empowering, and authentic marketing tools for museums. Data for this research were collected through non-participant observation (ethnography) and netnography at the National Gallery of Victoria, in Melbourne, Australia. The results show that rather than promoting disengagement from the art piece, selfies in the art space become “networked material-discursive entanglements” empowering art consumers to co-create value and arts organizations to reduce their distance from consumers and reproduce the iconic authenticity of the artwork in the virtual space. The article contributes to selfie theory by overcoming the traditional view of selfies as manifestation of narcissistic self-expression. Instead, it promotes an interpretation of selfies as an empowering and democratizing means used by art consumers to develop narratives and identity projects in a context such as the museum where traditionally the development of the narrative is apanage of an elite. A further contribution provided by this research stems from the identification of clusters of visitors (i.e., reality escapers, art lovers, photoholics, and selfie lovers), placed on a continuum of value co-creation, which arts administrators need to be conscious of as they enter a more dynamic era of art consumption. By outlining managerial implications, this study provides an initial reflection on how arts managers can navigate the emerging era of the selfie in the museum context.
      Citation: International Journal of Market Research
      PubDate: 2020-10-21T12:40:57Z
      DOI: 10.1177/1470785320963526
  • Can the youth materialism scale be used across different countries and
    • Authors: Anna Maria Zawadzka, Agnes Nairn, Tina M Lowrey, Liselot Hudders, Aysen Bakir, Andrew Rogers, Verolien Cauberghe, Elodie Gentina, Hua Li, Fiona Spotswood
      Abstract: International Journal of Market Research, Ahead of Print.
      As global material wealth rises and young people are heavily exposed to advertising across a range of channels, including rapidly developing social media where material goods are flaunted as symbols of a happy and successful lifestyle, materialism levels across the world seem likely to rise. Given consistent research showing the correlation between materialism and low well-being, this gives cause for concern. However, no studies have so far tested whether current measures of youth materialism are generalizable across different countries and cultures. Our article fills this gap by exploring through a range of internal and external validity tests whether the popular Youth Materialism Scale (YMS) can be used with confidence across China, France, Belgium, Poland, the United Kingdom, and the United States. We show that a 5-item version of YMS is invariant across the countries (internal validity) and that it broadly correlates in expected ways with six different theoretically related constructs: Self-Esteem, Life Satisfaction, Attitude to Advertising, Parental Support, TV Use, and Internet Use (external validity). We believe that researchers and policy makers can confidently use this 5-item version of the scale in international contexts.
      Citation: International Journal of Market Research
      PubDate: 2020-09-17T09:39:50Z
      DOI: 10.1177/1470785320956794
  • An integrated model for customer equity estimation based on brand equity
    • Authors: Zahra Qorbani, Hamidreza Koosha, Mohsen Bagheri
      Abstract: International Journal of Market Research, Ahead of Print.
      Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE. The value of CE is computed based on a customer lifetime value (CLV) model in which linear, logistic, and beta regression are used to predict BE, customer acquisition, and customer share of wallet, respectively. We conducted an empirical analysis through questionnaires in an elevator company. The results reveal that brand knowledge and brand differentiation positively relate to customer acquisition. Also, for both existing customers and prospects, brand differentiation plays an important role in the share of wallet. The findings also show that marketing activities have a positive and significant impact on brand knowledge and brand differentiation, and consequently, through the mediating role of BE between marketing activities and CE, on customer acquisition and share of wallet.
      Citation: International Journal of Market Research
      PubDate: 2020-09-17T09:38:10Z
      DOI: 10.1177/1470785320954116
  • Measuring advertising’s effect on mental availability
    • Authors: Kelly Vaughan, Armando Maria Corsi, Virginia Beal, Byron Sharp
      Abstract: International Journal of Market Research, Ahead of Print.
      This study shows that the impact of advertising on consumer memory can be observed using mental availability (MA) metrics. Four MA metrics are used to measure the effect of advertising on a brand’s mental availability, with the results showing that in the majority of cases, MA metrics are greater among both brand users and non-users who are aware of the brand’s advertising, with a greater effect among non-users. From a practical market research perspective, adding MA metrics to existing brand health tracking will have no data collection costs where brand perceptions are already being measured.
      Citation: International Journal of Market Research
      PubDate: 2020-09-16T11:04:51Z
      DOI: 10.1177/1470785320955095
  • Analyzing proprietary, private label, and non-brands in fresh produce
    • Authors: Zachary William Anesbury, Kristin Jürkenbeck, Timofei Bogomolov, Svetlana Bogomolova
      Abstract: International Journal of Market Research, Ahead of Print.
      When purchasing packaged products within a supermarket, consumers choose between proprietary or private label brands. However, when purchasing fresh fruits and vegetables, non-branded produce is the dominant option—with proprietary and private label brands only recently becoming available. Previous fast-moving consumer goods (FMCG) research finds that proprietary and private label brands affect consumer loyalty—however, no research exists for fresh categories. This research is the first to determine the effect of emerging brands in fresh categories on consumer buying behavior. Our research examines consumers’ loyalty toward proprietary, private label, or non-branded fresh fruits and vegetables and the level of customer sharing between these options, using analytical approaches applicable to FMCG categories. The panel data contains nearly 46,000 households making over 8 million purchases in the United States during 2015. Results show that proprietary, private label, and now non-branded fresh produce have expected loyalty levels, for their size, and consumers share their purchases across the three options (i.e., consumers are not loyal to just one option). The study analyzes and interprets purchase data in fresh categories offering marketing academics and practitioners actionable advice for working with fresh produce purchase data.
      Citation: International Journal of Market Research
      PubDate: 2020-08-19T12:40:54Z
      DOI: 10.1177/1470785320948335
  • Measuring attitude toward the ad: A test of using arbitrary scales and
    • Authors: Cong Li, Khudejah Ali
      Abstract: International Journal of Market Research, Ahead of Print.
      Attitude toward the ad is an important construct frequently measured in advertising and marketing research. However, it is somewhat ambiguous in regard to how to quantify attitude toward the ad with a numerical scale. This study examines the practice and effect of using arbitrary scales when measuring attitude toward the ad (i.e., 1–5, 1–7, 1–9, 0–10, and 0–100). A longitudinal experiment with thousands of adult participants (Time 1: n = 2,366, Time 2: n = 1,165) was conducted. The experimental results revealed that different scales, in general, will lead to consistent findings, but if the conventional p 
      Citation: International Journal of Market Research
      PubDate: 2020-08-19T12:40:54Z
      DOI: 10.1177/1470785320949844
  • Enhancing data collection methods with qualitative projective techniques
           in the exploration of a university’s brand identity and brand image
    • Authors: Louise Spry, Christopher Pich
      Abstract: International Journal of Market Research, Ahead of Print.
      This article focuses on assessing the capabilities of projective techniques, in gaining a deeper insight into complex university corporate brands. In particular, we will explore identities and how these might align with brand images in different departments and faculties. There are explicit calls for further research on projective techniques in new contexts in particular, and where and when they are most useful during data collection. Responding to this gap in the literature, this study adopts a two-staged approach to the research design utilizing qualitative projective techniques as a supplement to more traditional methods of data collection. This article provides an updated matrix on how qualitative projective techniques can be better utilized during the planning, research, and analysis stages of research in different contexts. This can be employed to assist inexperienced and experienced individuals with projective techniques during the planning, research, and analysis stages of research into corporate brands.
      Citation: International Journal of Market Research
      PubDate: 2020-07-30T10:46:31Z
      DOI: 10.1177/1470785320943045
  • Attribution and attributional processes of organizations’
           environmental messages
    • Authors: Sumin Shin, Eyun-Jung Ki
      Abstract: International Journal of Market Research, Ahead of Print.
      This experimental study, guided by attribution theory, investigated the impact of the substantiation and specificity of organizations’ environmental messages on perceived communication motivation and how this perception prompts audiences’ affective and cognitive responses. Findings showed that specific messages increased perceived intrinsic motivation, whereas vague messages increased perceived extrinsic motivation; in turn, perceived intrinsic motive positively influenced audiences’ message attitude, organization attitude, message credibility, organization credibility, and organization’s green image, whereas perceived extrinsic motive negatively influenced these aspects.
      Citation: International Journal of Market Research
      PubDate: 2020-07-03T12:41:07Z
      DOI: 10.1177/1470785320934294
  • Special Issue of International Journal of Market Research: ‘Market
           Research & Insight: Past, Present and Future’
    • Abstract: International Journal of Market Research, Ahead of Print.

      Citation: International Journal of Market Research
      PubDate: 2020-07-02T10:29:38Z
      DOI: 10.1177/1470785320941417
  • Multidimensional green brand equity: A cross-cultural scale development
           and validation study
    • Authors: Muhammad Ishtiaq Ishaq
      Abstract: International Journal of Market Research, Ahead of Print.
      A plethora of studies indicate that brand equity is an intangible asset that played a vital role in increasing overall performance and customer preferences. The next logical questions would be the following: “How can a firm offer eco-friendly brands'” and “How can one measure green brand equity'” The purpose of this research is to propose an original, unique, and validated scale to measure multidimensional green brand equity for both products and services in a cross-cultural context. This study used a multistep scale development research design, and collected data from 980 consumers of telecommunication and home appliances industries in Pakistan and Italy. The six-dimensional green brand equity scale consists of social influence, sustainability, perceived quality, brand awareness, brand association, and brand leadership. As the green brand equity scale was invariant across Pakistan and Italy, researchers can test this scale both conceptually in the research and theoretically in the corporate environment.
      Citation: International Journal of Market Research
      PubDate: 2020-06-29T09:51:56Z
      DOI: 10.1177/1470785320932040
  • How do self-brand connections affect ad responses among South Korean
           consumers' The roles of reference groups and message construals
    • Authors: Dong Hoo Kim, Yoon Hi Sung, So Young Lee, Chan Yun Yoo
      Abstract: International Journal of Market Research, Ahead of Print.
      This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.
      Citation: International Journal of Market Research
      PubDate: 2020-06-18T11:54:44Z
      DOI: 10.1177/1470785320926803
  • How collectivistic values affect online word-of-mouth
    • Authors: Todd Pezzuti, James M Leonhardt
      Abstract: International Journal of Market Research, Ahead of Print.
      This research uncovers a social factor that helps to explain how a consumer’s cultural orientation affects the extent to which they engage in online word-of-mouth (eWOM). The first study aggregates archival data from 52 countries and finds a positive relationship between collectivism and the extent that consumers share product-related information on social networking sites; however, collectivism is not found to relate to the extent that consumers rate and review products online. A second study examines why collectivism is positively associated with sharing product-related information on social networking sites. Collectivism is measured at the individual level among consumers in two culturally distinct countries—India and the United States. The results demonstrate that a collectivistic orientation is positively associated with similarity among members of one’s online social network (i.e., homophily) and that homophily is positively associated with sharing product-related information on social networking sites. In an increasingly global online marketplace, these findings provide needed guidance on how culture affects eWOM.
      Citation: International Journal of Market Research
      PubDate: 2020-06-12T10:45:27Z
      DOI: 10.1177/1470785320929200
  • Attitudinal and normative responses to advertising stimuli and vaping
    • Authors: Abraham Brown, Seamus Allison
      Abstract: International Journal of Market Research, Ahead of Print.
      Empirical data to show whether exposure to e-cigarette advertising stimuli may influence former- and never-smokers to consider vaping is lacking. We examined whether former- and never-smokers’ cognitive, affective, and normative responses to e-cigarette stimuli in retail outlets will predict their vaping intention. A repeat cross-sectional study recruited 876 participants aged 18–24 years at Waves 1 and 2 in the United Kingdom. Bayesian structural equation modeling tested mediation and moderation effects of the variables of interest. Results from Waves 1 and 2 revealed that the association of salience of e-cigarette advertising in stores and gas stations with vaping intention was mediated by affect and subjective norms among former smokers. Cognitive attitudes of never smokers mediated the relationship between salience of e-cigarette advertising in retail outlets and vaping intention at Waves 1 and 2. Former smokers were more likely to hold stronger affect toward vaping than never smokers at Wave 2. Our study supports the need for stronger policies to restrict e-cigarette portrayals in retail outlets, as advertising messages can trigger strong thoughts, feelings, and norms of vaping. Interventions may benefit from including attitudinal and normative components to promote pro-social behavior.
      Citation: International Journal of Market Research
      PubDate: 2020-06-12T10:43:02Z
      DOI: 10.1177/1470785320929209
  • The role of shopping mission in retail customer segmentation
    • Authors: Ondřej Sokol, Vladimír Holý
      Abstract: International Journal of Market Research, Ahead of Print.
      In retailing, it is important to understand customer behavior and determine customer value. A useful tool to achieve such goals is the cluster analysis of transaction data. Typically, a customer segmentation is based on the recency, frequency, and monetary value of shopping or the structure of purchased products. We take a different approach and base our segmentation on the shopping mission—reason why a customer visits the shop. Shopping missions include focused purchases of specific product categories and general purchases of various sizes. In an application to a Czech drugstore chain, we show that the proposed segmentation brings unique information about customers and should be used alongside the traditional methods.
      Citation: International Journal of Market Research
      PubDate: 2020-05-28T09:20:37Z
      DOI: 10.1177/1470785320921011
  • Can firm innovativeness affect performance' The role of external
    • Authors: Yi Li, Gang Li, Ying Zhang, Jinpeng Xu
      Abstract: International Journal of Market Research, Ahead of Print.
      This research attempts to complement ongoing discussions on the effects of firm innovativeness on performance and explain the role of external involvement in the relationship between firm innovativeness and performance in B2B settings. More importantly, we investigate the effect of supplier involvement, customer involvement, and the interaction of both in the process of innovativeness, and explain how customer involvement and supplier involvement take effects in B2B settings. Using the perspective of organizational information processing theory, we apply the hierarchical regression to examine the moderation effects of external involvement on the relationship between firm innovativeness and performance. Findings show that in B2B settings customer involvement strengthens the positive effects of firm innovativeness on performance, whereas supplier involvement weakens the positive effects of firm innovativeness on performance. We also find that the interaction of customer involvement and supplier involvement weakens the positive effects of firm innovativeness on performance in B2B settings. These conclusions contribute to the knowledge of external involvement and firm innovativeness in B2B settings, and provide theoretical contributions and managerial insights for both academics and practitioners.
      Citation: International Journal of Market Research
      PubDate: 2020-05-01T05:37:40Z
      DOI: 10.1177/1470785320915408
  • Examining manufacturer concentration metrics in consumer packaged goods
    • Authors: Arry Tanusondjaja, Steven Dunn, Christopher Miari
      Abstract: International Journal of Market Research, Ahead of Print.
      The research compares three different market concentration metrics (Concentration Ratio, Herfindahl–Hirschman Index, and Gini Coefficient) over the share of revenue (market share) and their application in consumer packaged goods markets. The metrics are further extended into measuring the share of the ownership of brands and stock-keeping units, to provide further insights into the nature of market competition. These metrics are reported across 16 categories between 2010 and 2014 from the United Kingdom. The Concentration Ratio results show an average market share of 88% going to the top 10 manufacturers, despite accounting for 19% of all manufacturers on average. Similarly, Gini Coefficients show large disparities in revenue shares across manufacturers (0.85), while the Herfindahl–Hirschman Index classifies most markets as being moderately concentrated. The research highlights the advantage of observing multiple metrics in measuring market concentration, as a single metric is unlikely to convey the nature of market competition. The results show Concentration Ratio for the top 4 or top 10 to be good proxies for Herfindahl–Hirschman Index, while the top 10% or top 20% market concentration can be used as proxies for Gini Coefficients due to their strong positive correlations. Rather than applying onerous Herfindahl–Hirschman Index and Gini Coefficient calculations and requiring the details for all competing entities as required, the result enables researchers and industry practitioners to diagnose the state of the competition by simply calculating the aggregate market share of the top N and the top N% manufacturers.
      Citation: International Journal of Market Research
      PubDate: 2020-03-23T11:51:58Z
      DOI: 10.1177/1470785320903978
  • The use of branding strategies to increase the uptake of modern
           contraception among Kenyan youth
    • Authors: Alejandra Leyton, Paul Hutchinson, Anastasia Mirzoyants
      First page: 15
      Abstract: International Journal of Market Research, Ahead of Print.
      Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries. This work examines Shujaaz, a multi-channel communication platform that uses branding strategies to create positive associations with safe sexual and reproductive health (SRH) practices among Kenyan youth. This study has the following three goals: (1) define and measure Shujaaz brand equity and its components (i.e., loyalty, awareness, perceived quality, popularity and brand personality), (2) analyze if Shujaaz brand equity components are associated with changes in SRH practices among youth, and (3) explore if Shujaaz brand loyalty could be better defined as an outcome, not a component of brand equity. The study uses data from a survey among 450 Kenyan youth interviewed three times; in 2016, 2017, and 2018. The analytical sample includes only those participants who self-reported exposure to Shujaaz. Fixed-effect logistic regression models were used to analyze the association between measures of brand equity and SRH outcomes, and to measure the association between brand equity measures and brand loyalty. Regression estimates indicate that loyalty to the Shujaaz brand was significantly associated with ever using condoms (OR = 1.79), ever using modern contraception (OR = 1.95), and with the likelihood of recommending condoms (OR = 1.88). Shujaaz brand personality was significantly associated with ever using a condom (OR = 1.87). When analyzing brand loyalty as the outcome of interest, we observe that brand personality, brand awareness, and popularity are positively associated with loyalty. However, no significant association was observed for perceived brand quality. This study underscored the role of brand loyalty as a determinant of health behavior change. However, loyalty to the brand is strongly associated with popularity, awareness, and brand personality, highlighting the need for mediation models to further study the dynamics of brand equity.
      Citation: International Journal of Market Research
      PubDate: 2020-09-29T11:27:19Z
      DOI: 10.1177/1470785320956450
  • Adoption of services and apps on mobile phones by micro-entrepreneurs in
           Sub-Saharan Africa
    • Authors: Leonard J Paas, Emiel L Eijdenberg, Enno Masurel
      First page: 27
      Abstract: International Journal of Market Research, Ahead of Print.
      This article shows that acquisition pattern analysis is highly suited for research in developing economies. Consumers in such contexts prioritize the adoption of alternative product-services as a result of resource constraints. In the reported acquisition pattern analysis, we provide insights into sequential adoption of services and applications (apps) on mobile phones, for example, Facebook and mobile money, by micro-entrepreneurs in Sub-Saharan Africa. We collected survey data from 169 Zambian food vendors, and through Mokken scale analysis we derived an acquisition pattern for 12 analyzed services and apps. Micro-entrepreneurs with more employees, tertiary education, and who were younger tended to be closer to the hierarchy’s apex. These findings imply that the individual’s mobile phone technology maturity and business development drive their adoption of services and apps. After presenting these results, we conclude with a discussion of the theoretical insights, managerial insights, and implications for policy makers resulting from the study.
      Citation: International Journal of Market Research
      PubDate: 2020-07-08T12:13:41Z
      DOI: 10.1177/1470785320938293
  • Evaluating academic and media nongovernmental organization partnerships
           for participatory data gathering
    • Authors: Emma Heywood, Beatrice Ivey, Sacha Meuter
      First page: 43
      Abstract: International Journal of Market Research, Ahead of Print.
      This article discusses participatory methods for data gathering in the context of a partnership between a Swiss-based media development organization, Fondation Hirondelle, and a research team at the University of Sheffield. In 2018–2019, the partnership conducted fieldwork which focused on the impact of radio on women listeners in Niger. The project used participatory methods of data gathering in the form of workshops and focus group discussions (FGDs). The article examines the advantages and limitations of combining the practical experience of international development organizations and the in-depth research capabilities of academia. To triangulate this collaboration and to navigate the limitations of FGDs, the use of workshops is discussed as an important method for providing feedback among the radio practitioners and experts in Niger. The article examines the usefulness of combining these methods and reshaping their application to promote participatory research with radio audiences and practitioners.
      Citation: International Journal of Market Research
      PubDate: 2020-08-11T11:22:03Z
      DOI: 10.1177/1470785320948014
  • Africa’s heterogenous middle class: A 10-city study of consumer
           lifestyle indicators
    • Authors: James Lappeman, Lara du Plessis, Emma Ho, Ellen Louw, Paul Egan
      First page: 58
      Abstract: International Journal of Market Research, Ahead of Print.
      Income and living standards measures have long been used in market research and marketing in Africa. This study examined a set of lifestyle indicators (both belongings and behaviors) to determine their success in profiling middle-class consumers in sub-Saharan Africa. The African middle class exhibits robust growth and the definition of the lifestyle of these consumers is a major topic for debate between researchers and marketing organizations. Existing absolute monetary definitions do not adequately provide insights into the true nature of middle-class consumer behavior in sub-Saharan Africa. Similarly, current living standards measures are very focused on capturing consumer durables but do not consider other daily lifestyle factors. By analyzing six key lifestyle indicators (housing, income and expenditure, education, employment, mobile and internet penetration, and health care), middle-class lifestyle was assessed in 10 cities across sub-Saharan Africa. The research used a multi-method approach by designing a structured questionnaire that was completed by a probability sample of 6,465 participants from the sample cities. The study found large lifestyle differences between cities and that no single lifestyle indicator could be applied to all middle-class consumers across the cities. The implications of these findings relate directly to understanding broad middle-class consumer behavior. Specifically, international businesses targeting middle-class growth in Africa must consider both the similarities and differences between countries when proposing strategies to successfully engage middle-class consumers in sub-Saharan Africa.
      Citation: International Journal of Market Research
      PubDate: 2020-07-17T09:50:20Z
      DOI: 10.1177/1470785320939038
  • Co-designing social marketing programs with “bottom of the
           pyramid” citizens
    • Authors: David Schmidtke, Sharyn Rundle-Thiele, Krzysztof Kubacki, Georgette Leah Burns
      First page: 86
      Abstract: International Journal of Market Research, Ahead of Print.
      The significant challenges associated with adapting and delivering the co-design process with Bottom of the Pyramid (BoP) citizens are considered in this article, which tests a new “Empathy Building” step within the Trischler et al. seven-step co-design process model. A sequential, three-study mixed-method research design was applied to co-design a social marketing program with BoP citizens and experts, focusing on the problem of school dropout in a community in South Africa. Study 1 undertook the empathy-building step of the co-design process, which involved a 4-month ethnography in a community in South Africa. This study informed several subsequent co-design steps, including resourcing, planning, recruiting, and sensitizing. Study 2 engaged 38 participants (schoolchildren and parents) in a co-design session, challenging them to create a social marketing program for them and people like them. Study 3 delivered an evaluation session with seven key experts. This article contributes to understanding by offering a process to demonstrate how three studies used the (enhanced) co-design framework to provide a solution for a social issue, namely, prevention of school dropout. Finally, this article outlines how co-design can overcome challenges faced to work with BoP citizens through the addition of ethnography and involvement of experts at the fuzzy back-end of the co-design process to examine program implementation feasibility.
      Citation: International Journal of Market Research
      PubDate: 2020-10-30T08:57:27Z
      DOI: 10.1177/1470785320968029
  • Exploring the market to establish an advanced surgical community eye
    • Authors: Ishaana Sood, Shalinder Sabherwal, Shantanu DasGupta, Naval Chauhan, Anand Chinnakaran, Sathish Nagappan, Suresh Chandra, Madhur Mishra, Mukesh Kumar, Umang Mathur, Ashish Saksena, Arun K Arora
      First page: 106
      Abstract: International Journal of Market Research, Ahead of Print.
      Developing countries often cite shortage of human resource, limited accessibility, low affordability, and asymmetric availability of health care resources as the provider end barriers to health care service utilization. Using the example of a market research project undertaken to establish an advanced surgical eye hospital in the Indian state of Uttar Pradesh, a decision-grid is constructed whereby health care providers’ can make informed decisions regarding expansion and service delivery. The comparative and interpretive logic-based approach utilizes public domain data coupled with field research and is apt for those working in developing countries and/or resource-crunch settings. The paradigms laid out and discussed, provide building blocks for decision-making, which if harnessed effectively, have broad applicability in terms of reaching the previously unreached and ultimately in improving health outcomes.
      Citation: International Journal of Market Research
      PubDate: 2020-11-10T11:51:44Z
      DOI: 10.1177/1470785320970051
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