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Journal of Contemporary Marketing Science
Number of Followers: 0  
 
Hybrid Journal Hybrid journal   * Containing 1 Open Access Open Access article(s) in this issue *
ISSN (Online) 2516-7480
Published by Emerald Homepage  [361 journals]
  • Do profitability and authenticity co-exist' A model of sales promotion
           stereotype content and its perception differences among groups
    • Authors: Changbao Lu, Hang Li, Taoran Xu
      Abstract: Almost every consumer has many experiences of sales promotion and different stereotypes of it. The purpose of this paper is to investigate the model of sales promotion stereotype content (model of SPSC) and its perception differences among groups. Drawing on the methods testifying stereotype content model and mixed stereotype proposed by Fiske et al. (2002), the authors decomposed the SPSC model into two dimensions, namely, the profitability and authenticity of sales promotion, and developed a multidimensional scale for profitability and authenticity. Then a survey that examined 765 participants was conducted to test the reliability of profitability and authenticity as the two primary dimensions of the model of SPSC and perception differences among consumer groups. The model which consists of two dimensions, authenticity and profitability, was shown to be reliable and valid. Furthermore, the authors find that the profitability and the authenticity reflect consumers' evaluation (perception) of an enterprise's intention and its ability to enact the intention of sales promotion. In addition, mixed stereotypes of promotion can also explain consumers' entanglement when making promotion decisions. This paper fills the gap in the existing literature of which the single dimension stereotype of sales promotion by the model of SPSC. In addition, the results show that consumers' stereotype of promotion varied in demographics and psychographic characteristics. Furthermore, this paper provides a basis for exploring the social stereotypes of specific things and related marketing activities.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-11-13
      DOI: 10.1108/JCMARS-08-2020-0033
      Issue No: Vol. 3, No. 3 (2020)
       
  • Information-sharing strategy for online platform: the impact of
           suppliers’ price and advertising competition
    • Authors: Dongsheng Yang, Minghui Xu
      Abstract: In recent years, with the rapid development of the Internet and e-commerce, the online retail business has grown rapidly. E-commerce platforms can track different click data to understand consumer behavior and demand preferences, so as to make better demand forecasts, and strategically share this information with upstream suppliers. When the platform charges a certain fee for the shared data, the suppliers face the question of whether to purchase demand information. This article aims to analyze the influence of price competition and advertising competition on the suppliers' decisions to purchase information and the online platform for data pricing. By using static game with incomplete information, this paper explores information-sharing strategies of an online platform with two competitive brand suppliers. The authors use Nash game to analyze the suppliers' purchasing information decision and then obtain the optimal information price of the online platform with information-sharing contract. This paper shows that demand information sharing benefits both the platform and the suppliers. Without information contracts, the online platform is willing to share demand information with at least one supplier. Especially, when the consumer's sensitivity to advertising is larger and the commission fee charged by the online platform is small, the online platforms will share information with only one supplier. Based on the game outcomes between the suppliers, two pricing strategies for information are proposed under which at least one supplier purchases information. If the consumers are less (more) sensitive to advertising competition, pricing strategy of the online platform induces both suppliers (only one supplier) to purchase information. At present, most of the information-sharing articles are based on the traditional purchase and sale mode. Based on the background of e-commerce, this paper examines the online platform's information-sharing strategies, which has certain innovation. In addition, the results show that the information-sharing strategy of the online platform is affected by both the price and advertising competitiveness, which provides a new expansion and supplement for the information-sharing literature.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-11-05
      DOI: 10.1108/JCMARS-08-2020-0032
      Issue No: Vol. 3, No. 3 (2020)
       
  • The impact of semantic fluency on consumers' aesthetic evaluation in
           graphic designs with text
    • Authors: Xun Deng, Liangyan Wang
      Abstract: The purpose of this study is to examine the influence of semantic fluency on consumers' aesthetic evaluation in graphic designs with text and the mediating effect of visual complexity in this relationship. The hypotheses are examined in three experiments. Experiments 1 and 2 both verify that Chinese consumers rated the designs with low (vs high) semantic fluency words as more beautiful, and Experiment 3 further confirmed this effect in non-Chinese speakers. Confirmed by Chinese and non-Chinese consumers, high fluency text leads to lower perceived visual complexity and less aesthetic perception of the entire design. Findings enrich the theory of beauty standards and put forward challenges to the positive relationship between processing fluency and aesthetic pleasure. Findings are limited to the decorative function of text, and lack discussions on how designers should balance when the informational function of text is equally important. This study is the first to discuss how designs with text influence consumers' aesthetic perception and provides meaningful guidelines of transnational marketing for fashion designers and enterprises.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-11-03
      DOI: 10.1108/JCMARS-08-2020-0034
      Issue No: Vol. 3, No. 3 (2020)
       
  • The role of online advertising on purchase intention of smartphones:
           mediating effects of flow experience and advertising value
    • Authors: Mohitul Ameen Ahmed Mustafi, Md Sajjad Hosain
      Abstract: The paper aims at identifying the role of online advertising on the purchase intention (PI) of smartphones of Bangladeshi customers. The independent variable (online advertising) has been divided into five dimensional segregations: informativeness (INFO), irritation (IRR), entertainment (ENT), incentives (INC) and credibility (CRD). For increasing the value of investigation to further extent, the authors included two mediators termed as flow experience (FE) and advertising value (ADD). The study has been conducted on primary data collected through a structured questionnaire received from a valid sample of 281 smartphone users selected on a random basis. SPSS (Version 24) has been used for descriptive statistical analysis, while structural equation modeling technique (utilizing AMOS 24) has been used to test the hypothetical relationships among the variables. After a careful and bias-free statistical analysis, the results indicate that purchase intention is positively and significantly affected by all the independent components INFO, IRR, ENT, INC and CRD. Regarding the mediating effect, FE can partially mediate the relationships between IRR and PI and ENT and PI as both the direct and indirect effects are significant. On the other hand, ADD can partially mediate the relationships between IRR and PI and INC and PI, respectively, since both the direct and indirect effects are significant. This empirical study is expected to be beneficial for the academicians in finding some unique dimensional aspects regarding online advertising and purchase intentions. The policymakers can formulate some unique online advertising policies with a view to identifying customer psychology and increase sales volume based on the findings. Smartphone market in Bangladesh is growing steadily. This empirical paper has shed some lights on the unique role of online advertising on PI of smartphones of Bangladeshi customer base. Since the market scenario in Bangladesh is somewhat unique than those of Western and Eastern countries, the authors hope that the findings will add numerical theoretical and practical values for further investigation in South Asian markets.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-10-30
      DOI: 10.1108/JCMARS-05-2020-0024
      Issue No: Vol. 3, No. 3 (2020)
       
  • Flourishing consumers from brands: brand well-being's conception,
           dimensions and scale
    • Authors: Lifang Shu, Haiying Wei, Yaxuan Ran
      Abstract: The present research aims to construct the brand well-being concept and develop the brand well-being scale. By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale. By interviewing 21 consumers and coding interview text, the authors propose and construct the definition of brand well-being. Using two large sample surveys, the authors develop 11 items for the brand well-being scale. This research combines the branding theory and positive psychology theory, expands the extant understanding of brand value and provides new insights into optimizing a brand strategy.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-10-30
      DOI: 10.1108/JCMARS-08-2020-0030
      Issue No: Vol. 3, No. 3 (2020)
       
  • Paradigm of new service development projects (NSDPs): “”
         This is an Open Access Article Open Access Article

    • Authors: Muhammad Sabbir Rahman, Bashir Hussain, Mehdi Hussain, Hasliza Hassan, Raechel Johns
      Abstract: The aim of this research is to examine the key determinants influencing the success of new service development projects (NSDPs) across four service typologies context. The researchers used the scenario-based survey method in an NSDP setting. Structural equation modelling (SEM) was used to test the proposed hypotheses based on survey data from 570 managers under four service typologies. Service firms' cross-functional integration (CFI) and internal project team efficiency (IPTE) positively influenced NSDPs. The results also indicated that both technology infrastructure (TI) and IPTE mediated the relationship between CFI and NSDPs. In addition, the mediation effect of TI existed between the relationship of IPTE and NSDPs. Furthermore, the proposed model confirms that, for NSDPs, the role of knowledge-sharing behaviour (KSB), authentic leadership (AL) and firm's culture (FC) across the four service typologies moderated the relationship. With a better understanding of the dynamics of the aforementioned variables, service managers and the project team can more effectively develop and execute strategies for an NSDP. The article enables practitioners to expand their current understanding of NSDPs by providing insights of the unique antecedents that are significant for new service development across four service types. This research is the first of its kind to examine the mediating role of KSB and TI in determining NSDPs. This study provides one of the first empirical examinations on NSDPs in the context of four service typologies from the perspective of a developing country, where the service industry is competitive. The study demonstrates that the critical success factors of NSDPs do not differ across service types, thereby confirming the “One Basket Fits all” assumption in the current NSDP research study.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-09-25
      DOI: 10.1108/JCMARS-09-2019-0035
      Issue No: Vol. 3, No. 3 (2020)
       
  • How does a customer prefer community or brand' The impacts of customer
           experience on customer loyalty based on the perspective of value
           co-creation
    • Authors: Qingjuan Bu, Yongsheng Jin, Zhaohui Li
      Abstract: With the development of social networking service and WeMedia, virtual brand community has become a typical platform of value co-creation and customers have become a core subject of value co-creation. The high proportion of negative members and even zombie members has become an obstacle to the sustainable development of many communities. Then, how to maintain and promote the sustainable development of virtual brand community' The purpose of this article is to examine how customers prefer community or brand. This paper obtained data through an online questionnaire survey to test the proposed hypotheses of this study. The findings of this study indicated that practical and social values not only promote customers to be loyal toward community but also drive customers to be loyal toward brand and their influence on community loyalty is greater than on brand loyalty, but entertainment value does not significantly affect community and brand loyalty. The effect of practical and social values on community loyalty is fully mediated by the effect of brand loyalty, and the effect of practical and social values on brand loyalty is fully mediated by the effect of community loyalty. This research enriches the research study’s results of value co-creation theory and customer assets, thus providing a new perspective for research on customer loyalty.
      Citation: Journal of Contemporary Marketing Science
      PubDate: 2020-09-18
      DOI: 10.1108/JCMARS-02-2020-0009
      Issue No: Vol. 3, No. 3 (2020)
       
  • Journal of Contemporary Marketing Science
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