Journal of Marketing and Consumer Behaviour in Emerging Markets

Journal Information
ISSN / EISSN : 2449-6634 / 2449-6634
Published by: University of Warsaw (10.7172)
Total articles ≅ 45
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Latest articles in this journal

, , Anita H. Kelleher, Adeline Maykish
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 2/2020, pp 33-54;

The beverage industry is a significant market that is seeing a growth albeit certain types of beverages such as wine and soda-type drinks are seemingly declining. There is certainly seen a growing interest for novel beverages, especially when creating healthy options aiming to support health via enhanced functional food/beverage properties. Furthermore, understanding how the public perceives and makes purchasing decisions towards novel and unconventional options is of key importance. The Soft Seltzer category is an emerging category defined as a sparkling water-based low calorie, no added sugar, no artificial sweetener, non-alcoholic, carbonated beverage. In our pilot study herein, we aimed to assess interest and willingness to pay for such a product produced in Sonoma, California, specifically H2O/H2♡, a dealcoholized wine-type beverage enriched with vitamins, potassium, and calcium, using a perception and acceptability study to health-conscious college students in California. Respectivelly, healthy college students were provided an on-line acceptability questionnaire with 38 questions to evaluate the concept of the H2O beverage. Our participants indicated that they would be significantly interested in purchasing such a beverage, while as for willingness to pay, a price for $9.99/4x16oz cans was deemed less than or about what is expected from a majority of participants. Our results taken together demonstrate that there is substantial interest and traction for such a beverage, especially given its natural origin and potential health benefits. Further research including tasting and health-related functional properties for the beverage in discussion is suggested. Additionally, lifestyle aspects and nuances beyond alcohol that are important to wine drinkers and other consumers could be delivered by novel beverages, hence aid in their success in the beverage market
, Ahmed Mohamed Hamed Aly Abouzaid, Nadeem, Tashpia Hossain
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 2/2020, pp 16-32;

This research paper mainly aims to identify and analyse irrational factors that impact consumers’ purchase intention, especially in the fashion industry. The data for this study were collected from 205 consumers of various nationalities via an online self-administered questionnaire. The acquired data were put through a thorough process to establish their relevance and to ensure that the data were ready for further analysis by applying the SPSS & AMOS software. Three irrational factors were extracted from the extant literature, namely, media, social impact, and emotions. These factors are reported to have a positive influence on the consumer’s purchase intention. First, a descriptive analysis was undertaken followed by an inferential analysis. Structural equation modelling (SEM) was used to test the fitness of the proposed model and also to test the hypotheses. Two out of the total three hypotheses are supported. In this case, media influence and social influence emerged with a significant positive impact on the consumer’s purchase intention. Even though emotions influence resulted in a positive impact, it was not statistically significant and does not relate to the consumer’s purchase intention in the fashion industry. The findings of this study have significant contribution to the body of knowledge and practice. Marketing research, in general, and consumer research, in particular, will benefit from the contribution of this research. Similarly, policy makers in the fashion industry may adopt the findings of the present study to devise more effective marketing strategies. Indeed, this research highlights that the consumer’s purchase intention is not entirely in response to a particular phenomenon but a multitude of so-called “irrational” factors like media, society, and emotions.
Elnur Nabivi
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 2/2020, pp 55-67;

The last century’s industrial and technological development has led to the growth of environmental problems such as global warming, climate changes, water, air, and ground pollution. The awareness of modern consumers about these issues is growing, and companies respond by using “green marketing” strategies. Green marketing refers to the development and marketing of products that are considered environmentally safe. Furthermore, the extensive use of the Internet and increasing social media’s importance in recent years forced brands to communicate with consumers in this way. In this study, these two mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. Although several studies explored sustainable strategies of brands in the field of social media, this body of research has not been subjected to a review. The primary goal of the research is to determine the main topics covered in the literature. A systematic literature review was conducted to take up this goal, indicating 31 relevant publications from 21 journals published between 2010 and July 2020, for exploring the ways of implementing green marketing strategies through social networks. After analyzing collected data, four main topics covered in the literature body were extracted: general marketing strategies of brands, brand promotion strategies, determinants of consumer’s green purchasing behavior, and raising environmental awareness. Based on the performed synthesis, the research gaps and fruitful directions for further research were formulated.
Dawid Gajda
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 2/2020, pp 4-15;

Consumers’ attitudes are determined by many factors, one of which is a product brand. The objective of the paper is to present young consumers’ attitudes towards mobile phone brands. The ABC model of attitudes is the theoretical framework for the study. The research method was a paper-and-pencil survey (PAPI) on the sample of 250 respondents aged 18–25. The research showed that it is just the name of the brand that can affect consumers’ attitudes. It is a derivative of associations with the brands. The value of the attitude components is differentiated by brands. The affective component appeared to be the most important and the cognitive component – the least important. The findings show that gender and brand of respondents’ mobile phones also differentiate the importance of components of young consumers’ attitudes on the mobile phone market. Limitations and recommendations for further research are presented as well.
Kishokanth Jeganathan, Andrzej Szymkowiak
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 1/2020, pp 49-59;

Social media is an important source of product information for many users. Marketing in social media is based not only on building a community around the brand, but social media is used as a way to reach a defi ned group of users with a marketing message. These users are shown content, including promoted posts, which is to draw their attention, interest and get them to action, i.e. click on the link and read the article promoting an event or product. In this article, we investigated how the diff erent headline wordings (question, traditional, forward referring) aff ect the desire to read the article. An experiment was conducted on 75 participants, which confi rmed that the header has a large eff ect size. The ANOVA analysis was carried out in two stages, additionally taking into account the importance and general interest in the subject of the article by users. Finally, the possible business implications, limitations, and directions for future research were identifi ed.
Andranik Muradyan
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 1/2020, pp 24-48;

One of the natural stages of development of the enterprise is the desire to expand its business abroad. Globalization, global trade integration, technology development, the emergence of political, economic, customs unions, the existence of international courts of arbitration, the emergence of elements of world culture and other factors reduce the barriers between potential investors and countries to internationalization. This phenomenon has a positive impact on the decisions of companies in diff erent parts of the world about the expansion abroad. The main goal of a foreign investor who plans to internationalize is making the most optimal choice of a foreign market where prevailing realities on business environment will enable the achievement of competitive advantage. Because of this, before internationalization, foreign investors should evaluate the investment attractiveness of all potential directions of internationalization in order to be able to realistically assess their own capabilities in these markets and assess all the risks and opportunities that may arise during the operation. The quality of the analysis which assess the level of investment attractiveness of potential directions has a large impact on the success of the company abroad. The article presents the procedure of comparative analysis taking as an example former USSR countries at the macro level.
Arkadiusz Zaremba
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 1/2020, pp 4-23;

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specifi c media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and earned media and do not take into consideration customer activities in category media, which are covered by the OPEC (owned, paid, earned, category) media model that the author of this paper proposes. The aim of this article is to provide a comprehensive review of the scientifi c literature related to the topic of conversion attribution for the period of 2010–2019 and to present the theoretical implications of not including the data from category media in marketers’ analyses of conversion attribution. The results of the review and the analysis provide information about the development of the subject, the popularity of particular conversion attribution models, the ideas of how to overcome obstacles that result from data being absent from analyses. Also, a direction for further research on online customer behavior is presented.
Michał Ścibor-Rylski, Wydział Zarządzania Uniwersytet Warszawski
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 1/2020, pp 60-67;

Gamifi cation is defi ned as using game design elements in non-gaming contexts: education, management, marketing and also market research. Gamifi ed research tools help to increase respondents’ engagement and obtain more in-depth results. Up till now the eff ects of gamifi cations were tested in the domains of brand strategy and consumer experience. The article shows the results of the experiment proving the eff ectiveness of a gamifi ed approach to the qualitative advertisement testing. The experimental group with a narrative context added to a question regarding the fi rst impression performed better than the control group with a standard task. Also gender diff erences were observed: the eff ect was valid only for men – there were no signifi cant diff erences in the performance of women in both groups. Due to an uneven split of men and women and a small sample in general, this eff ect needs further examination.
Nila A Windasari, School of Business and ManagementInstitut Teknologi Bandung
Journal of Marketing and Consumer Behaviour in Emerging Markets, Volume 2019, pp 30-41;

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