International Journal of Marketing Studies

Journal Information
ISSN / EISSN : 1918719X / 19187203
Current Publisher: Canadian Center of Science and Education (10.5539)
Total articles ≅ 808
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Latest articles in this journal

Jiyoung Kim, Sejin Ha
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n3p41

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Michael Neubert
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n3p14

The purpose of this study is to analyze the pricing strategies of French FinTech Firms (FFFs) using quantitative descriptive and correlational research methods. Based on a representative sample of 246 FFF, the study provided consistent support for the hypotheses, which argues that FFFs with high price-setting power may implement a combination of the price-setting strategy (PSS) “skimming” and the price-setting practice (PSP) “value-informed”. FFFs applying “market-based” PSSs tend to use “competition-informed” PSP preferring “pay-per-use” price-setting model (PSM). Whilst FFFs who apply “penetration” PSS tend to use “cost-informed” PSP and “pay-per-use” PSM. The findings support founders and senior management in their pricing decisions. This paper contributes to the existing literature on pricing strategies of early-stage high-tech companies. There is a need for further research about the change of pricing strategies during the lifecycle of a firm using for example a longitudinal quantitative study.
Moreno Frau, Ludovica Moi, Francesca Cabiddu
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n3p1

Outside-in, inside-out, and blended marketing strategy perspectives represent an unbroken line of inquiry. Nonetheless, still few studies have empirically explored the distinctive characteristics of these three marketing strategy approaches. This study performs an in-depth retrospective longitudinal case study to explore how outside-in, inside-out, and blended marketing strategy approaches evolved. With this article, we enrich the marketing strategy debate by elucidating the in-depth features of the three approaches. This work also provides practitioners with a useful managerial diagnostic tool through which to identify firms’ marketing strategy approach, and potential mismatches with the environment.
Daniel Adrian Gârdan, Iuliana Petronela Gârdan, Mihai Andronie, Ionel Dumitru
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n3p26

Consumption of sport events has raised the specialists’ interest since it has become a global phenomenon, accessible to a large mass of consumers. At the same time, this consumption generates implications from an economic, social, and cultural point of view, in the countries/locations where various sport events have been organized, through the development of cultural and sport tourism. Sport event consumption belongs to the category of consumption acts that presume total implication apart from individuals and accordingly, their emotional involvement. This involvement is correlated on the one hand with the typology and the nature of needs and consumption motives underlying this consumption, and on the other hand with the more and more intensive promotion of these events and the easier participation access of consumers. Consumer involvement is a multidimensional construct, so the idea of an “involvement profile” is more appropriate to describe how the consumer relates to such products or services. The purpose of our paper is to clarify whether involvement within consumption for sport events customers is determining a specific behavior for the hedonic type of consumption also related to other categories of products or services. The consumption of sport events represents mainly a hedonic type of consumption correlated with a high level of emotional involvement during the consumption process, an involvement developed against the backdrop of the special role, and specific meaning that sport events can have at the level of individuals’ perception.
Alyssa Sun
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p136

Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 12, No. 2, 2020.
Nidal Ismail Abu-Alkeir
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p127

The main objective of the study is to examine the impact factors on consumer’s intention towards purchasing hybrid cars from Arab Buyers perspective. Data were collected from a sample of 200 customers in Amman Capital. The study findings are analyzed by IBM SPSS (v22). After testing the five hypotheses using various techniques, it was found that there is a positive impact of price, Reputation of manufacturer, Fuel economy on purchase intention. It also indicates that there is a negative impact of brand image and safety rating on customer intention towards purchasing electric cars. According to these results, the study suggested several recommendations to sales & marketing managers of electric & hybrid cars to improve buyer intentions by take in consideration the price and fuel economy factors and reinforcement the reputation of manufacturer in their marketing activities.
Amira M. Omar
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p104

Brand experience has received a lot of attention within the business industry. Customers are looking for not only valuable brand benefits but also, emotional skills as well as brand experience theory. In this regard, the Egyptian Telecommunications Industry tries, also, to provide answers on how to measure brand experience and how it affects customers’ behaviors. This research examines in the context of the Egyptian telecommunications market the relationship between Brakus et al.’s (2009) four whole experience dimensions (sensory, affective, intellectual, and behavioral), brand personality, and brand loyalty. The author produced an online questionnaire, which, based on a simple sampling method, was distributed to and collected from the Egyptian telecommunications industry (Vodafone Egypt, Orange Egypt, Etisalat Egypt, and We Egypt). Four hundred fifty questionnaires were distributed and, excluding those that were incomplete, the author obtained 392 samples. This represented an 87% response rate. The results indicate that brand experience has a positive impact on the brand’s personality. Brand experience has, also, a strong positive effect on brand loyalty and, ultimately, brand personality has a strong positive effect on brand loyalty. Besides the brand experience’s direct effect on brand loyalty, it has a significant indirect effect on brand loyalty by impacting on brand personality. Among the relationships between the variables, the relationship between brand personality and brand loyalty is the strongest. More particularly, it is noteworthy that the correlation with the findings shows that the relationship between brand experience and brand loyalty is greater than the direct relationship. Therefore, in order to strengthen customer brand loyalty, telecommunications managers should pay more attention to customer brand personality.
Munir A. Abbasi, Azlan Amran, Hadiqa Riaz, Noor E. Sahar, Hassan Ahmed
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p115

This study examined the impact of pester power on parent’s buying decisions, considering the peer influence, store environment, product packaging, and advertisement as stimuli of pester power. Data were collected by distributing a survey questionnaire in supermarkets and shopping malls in Pakistan from 200 parents and were analyzed by using PLS-SEM. The results confirmed the Pakistani children’s dominance in parents buying decisions for various Fast-Moving Consumer Goods (FMCG) products. The results significantly indicate that product packaging, peers’ product preferences, and advertisements affects parents buying decision. The findings of this study contribute to the existing literature on the impacts of pester power on the parents buying decisions through peer influence, product packaging, and advertisement. In addition to that, this study is the first attempt in the Pakistan context, especially the FMCG industry. The findings of this study may benefit marketers to increase their market share by developing their strategies and marketing campaign; and store managers to plan product placement in their stores in such a way that cultivates quest in children for products, considering them as influencers on parents buying decisions, in line with the study findings.
Michela Floris, Angela Dettori
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p50

Social media represent today an essential part of marketing strategies in business life. These communication tools are used as a source of information and dissemination of knowledge and belong to very important business marketing tactics as they help create new business opportunities, develop a stronger market position and, often contribute to changing consumer behaviour. In particular, this study investigates if and how the use of Facebook and Instagram positively affects business performance. Analyzing a sample of 30 successful European businesses that have registered relevant revenue growth in the last 3-year period, findings show that Facebook and Instagram adoption is neutral with reference to the achievement of positive financial and economic performance. An interpretive model is conceived to point out different kinds of social media adopters. Implications and limitations are discussed.
Homayoun Pegah
International Journal of Marketing Studies, Volume 12; doi:10.5539/ijms.v12n2p62

The research statistical population was unlimited and included all salesmen in the stores of four large and famous commercial complexes in the Bandar Abbas City at Hormozgan Province/Iran during four months leading up to July 2019. Based on the research theoretical framework, the salesmen’s emotional intelligence is an independent variable, their demographic characteristics are a mediating variable, and in-person sales skills are a dependent variable. The data collection tool was Schering’s standardized emotional intelligence questionnaire and Basir et al.’s standardized sales skills questionnaire which was distributed among the salesmen in the real environment of the commercial complexes. Data analysis was performed under two broad categories of descriptive and inferential statistics. Pearson’s statistical test was used to determine the correlation between the variables and testing the research hypotheses. In addition, the partial correlation test was used to examine the moderating role of demographic variables on the relationship between salesmen’s emotional intelligence and their sales skills. All statistical analysis was performed by using SPSS v.22.0. The research results show that there is a direct and significant relationship between all components of emotional intelligence (self-awareness, self-management, self-motivation, social awareness and social skills) and in-person sales skills. Furthermore, it was found that the demographic variables were not modulated relationship between emotional intelligence and in-person sales skills of salesmen.
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