International Journal of Marketing Studies

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ISSN / EISSN : 1918-719X / 1918-7203
Total articles ≅ 855
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Luca Giraldi, Andrea Sestino, Elena Cedrola
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p114

Abstract:
The role of emotions in the tourist experience is becoming increasingly important in designing experiences to guarantee maximum involvement and satisfaction for tourists/customers. Previous literature has shown how atmosphere (e.g., visual, auditory, olfactory, tactile variables) may influence consumers’ satisfaction toward the proposed tourist experience. However, in some offers (e.g., theatrical performances, theme parks, outdoor experiences), such a relationship may be influenced by the role of “uncontrollable” variables, as for those variables related to the weather condition. Though an experimental research design based on a neuromarketing tool (face-coding), this paper is aimed to shed light on those variables in influencing consumers’ emotions, and thus their satisfaction regarding their experience. More specifically, the study has been conducted by testing a non-invasive emotional analysis tool able to associate in real-time the facial expressions of the participants with the emotions captured during the performance (e.g., as for disgust, fright, anger, boredom, neutral, surprise, happiness), as well as the emotional valence such as positivity or negativity of the emotion experienced. Results enlighten the role of tourism atmosphere in positively influencing consumers’ emotions, and thus their satisfaction also explaining the role of uncontrollable variable in magnifying such effect. Essential insights for marketers and managers in designing tourism experiences are discussed.
Afnan Ibrahim Alothman, Soad Abdullah Al-Meshal
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p126

Abstract:
Very little research has been conducted on customer experience (CE) in fintech to date, especially in the Kingdom of Saudi Arabia. The purpose of this paper is to study the impact of website design (WD) and customer support (CS) on CE and its relation to fintech adoption intention (AI) in Saudi Arabia. Data was gathered from 296 individuals by means of a survey. After checking the validity and reliability of the results, structural equation modeling was used to test the hypotheses. The results showed that WD and CS have a significant positive impact on CE. Also, WD and CE positively influence AI in fintech, while CS does not have a direct relation. Furthermore, CE mediates both WD and CS with AI. This paper provides further conceptual understanding of antecedents and consequences of CE in fintech. Practitioners in the fintech sector could benefit from results in achieving long-term goals. There are some limitations in the study that suggest the need for further studies.
Ashraf Elsafty, Abdulaziz Boghdady
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p95

Abstract:
Over the past few decades, there has been a significant change, as smartphones and digital devices paved the way for developing new e-business models to articulate and cultivate further magnitudes such as “shared economy”. Video on demand has become one of the most vital shared-economy play-actors. This study aims to provide valuable information to SVoD industry players, marketers, and producers about the Egyptian consumers’ motivations, preferences, and willingness to subscribe to video-on-demand services. In this regard, the proposed research model has been developed based on its nature on an existing conceptual framework named UTAUT2 and only one independent variable called Content Piracy tackling the research’s problem definition. The present study aims to examine and comprehend such factors; thus, the Unified Theory of Acceptance and Use of Technology (UTAUT2) model was applied to better test and explain the factors impacting the Purchase Intention (PI) to subscribe to video-on-demand services. Subsequently, the factors of Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), Hedonic Motivation (HM), Price Value (PV), Habit (HB), in addition to Content Piracy (CP) were tested by surveying 133 respondents using SurveyMonkey across multiple online channels. It is noteworthy that this study highlighted a comprehensive comparative analysis of industrial practices originating from multiple subscription video-on-demand platforms and the introduction of “Watchit” shortly after Netflix was promoted as the driving force service provider in the Middle East (Hall & Partners, 2018). According to the findings, All the UTAUT2 constructs mentioned above positively influenced consumers’ intention to subscribe to video-on-demand services in Egypt. However, the added variable of content piracy negatively influenced the intention to SVoD platforms in Egypt. As a result of the examination of the obtained data and revealed findings, the market needs and consumer base of video on demand industry could be dramatically increased if industry players consider the factors impacting users’ purchase intention, particularly with the most significant impact, namely; Habit, Hedonic Motivation, and Social Influence, which are discussed methodically in this study.
Paul James, Jasmine James
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p81

Abstract:
This is a research paper that is focused on assessing issues relating to green brand image influences on high-school students and its implications sustainability. An interpretive methodology was utilised in order to help understand high-school student perceptions of Brand Image in terms of Sustainability. The scope for this research were high-school students with the population of interest made up of 11 private schools, located at independent school sites, situated in Bangkok, Thailand. Findings: The research outcomes comprised of Five (5) Main Themes: Emotional Engagement, Green Brand Trust, Green Brand Loyalty, Functional Benefits, Sustainable Corporate Image; and Twelve (12) sub-themes created through the focused analysis of 133 conversation targets. The paper addresses the raised issues and implications for managing Green Brand Image and Sustainability. These indications are synthesised from major research actors in the field that show that socio-political strategies, economics and marketing Brand developments that should be made clearer and a paradigm shift made to strengthen strategies to engage younger people in positive Brand Image management.
Getie Andualem Imiru
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p60

Abstract:
Export Performance and Economic Growth Relations are becoming the main agenda in the international and regional development programs around the world. The purpose of this study was to exploring the Relationship between Export Resources, Exporting Capability, Exporter-Foreign Distributers Relationship and their effect on Export Performance. Despite the fact that 300 questionnaires were issued to a random sample of Ethiopian exporters, 291 questionnaires were returned at the end of the data collection process, yielding a 97 percent response rate. Proportional stratified sampling approaches were used to sample small, medium, and large export businesses. The relationship between the exporter and the distributor, as well as the management of export resources, has a positive and significant impact on export performance. On the other side, export capabilities failed to mediate the relationship between export resources and export performance. The connection between Export Resources and Export Performance was mediated by Managing the Exporter-Distributor Relationship. Ethiopian exporters should focus on building strong ties with international distributors headquartered either at home or in the host countries to boost their export performance. Future research could look into the differences in the export business between larger, medium, and small exporters, all of whom have different resources, qualified personnel, bargaining strength, and so on. Finally, Resource capability’s failure to mediate Export resources and export performance warrants further investigation. For undeveloped countries like Ethiopia, export is a critical component of economic growth and long-term development. As a result, policymakers should work to improve the country’s export performance by increasing credit availability, simplifying export sector laws, and formulating short-term, medium-term, and long-term export growth plans. To enhance trade, the government should aid exporters in creating, nurturing, and growing stronger cooperation among national, regional, and worldwide distributors.
Giuseppe Colella, Andrea Sestino, Cesare Amatulli
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p34

Abstract:
Sustainability has become a central issue for luxury marketers and managers. By considering the luxury sector, consumers are more interested in buying sustainable products. However, luxury brands need to find the right way to communicate their sustainable products, especially in the online context. This paper sheds light on the differentiated effect of a luxury product communication message focused on an internalized versus externalized luxury approach in social media platforms context. Internalized luxury refers to luxury consumption mainly driven by individual style, while externalized luxury consumption refers to luxury consumption mainly driven by status. Results show that a sustainable luxury product communication focused on internalized (vs. externalized) luxury activates a greater perception of product quality, which in turn leads to a greater intention to buy. Theoretical contributions and implications for luxury brand managers are discussed.
Han-Kuang Tien, Yueh-Hsia Huang, Siao-Yun Wei, Yung-Yen Chen, Tyng-Bin Ger, Yen-Lin Kuo
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p46

Abstract:
This study explores how to enhance the effectiveness of one-sided advertising based on time-connectedness theory, especially for products resisted by customers. If managers can find a way to persuade consumers who initially reject a product or a service, they can improve one-sided advertising effectiveness. This study uses cognitive association to help connect the current self of participants with their temporal self, which it was hypothesized could help change their initial negative attitude. This hypothesis was verified through two studies, involving 335 and 312 student participants respectively. We found that participants changed initial negative attitude after exposure to time-connected advertising. This change was influenced by their need for cognition (NFC)—individuals with high NFC were more likely to be persuaded (to develop a more positive attitude toward advertising) through role transportation. As for individuals with low NFC, initial negative attitude among them was less likely to change through role transportation. The findings indicate to best reduce audience resistance and enhance advertising effectiveness, that marketing personnel need to know whether the audience’s (initial) attitude toward a product or service is negative or positive before selecting or developing advertising appeals.
Hsien-Ming Shih, Bryan H. Chen, Mei-Hua Chen, Ching-Hsin Wang
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p18

Abstract:
As enterprises expand, they have increasingly consumed social resources and influenced the society. The public has gradually become aware of this, and consequently, enterprises have begun to emphasize corporate social responsibility as a core business strategy. The interviewees/participants in the study were listed electronics companies in central Taiwan. Questionnaires were used in the study to collect data. A total of 211 valid questionnaires were collected and IBM SPSS 20 was used to analyze the data. The result of the study shows that interviewees participants doubt whether their companies fairly assess their performance or not; however, they consider that their companies take the responsibility of complying with the law and maximizing profits. As a result, medium or large enterprises, or listed electronics companies that intend to fulfill corporate social responsibility, should invite supervisors, senior employees, or female employees and those who do not typically participate in decision making or regular meetings (e.g., employees who work on production lines, or those who are not supervisors or do not work in marketing) to participate in meetings, and provide them training, or distribute manuals or send letters to them. This can enhance organizational citizens’ identification with their company, motivate them to help their companies fulfill corporate social responsibility and thereby improve corporate image, enhance employees’ commitment and awareness of organizational citizenship, and create an improved organizational climate.
Chiraz Rouissi, Fatma Letaif
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p7

Abstract:
This awakening of consciousness on the part of today’s consumers has given rise to the concept of consumer empowerment which states that the current consumer has become a stakeholder and influence in their purchasing decisions. Thus, the current consumer is asking deeper questions, such as environmental rights, animal rights, the rights of future generations, and the rights of the community. This paper proposes an explanatory model of empowerment emanating from new Information and Communication Technologies (ICTs), which participated in the crystallization of the concept by giving more power and control to Tunisian consumers. A model was developed from qualitative research based on individual interviews to explore in-depth the world of Renewable Energies Consumption (REC).
Ivan Sciascia
International Journal of Marketing Studies, Volume 14; https://doi.org/10.5539/ijms.v14n1p1

Abstract:
Years after the publication of our work on the analysis of customer loyalty concepts (Montinaro & Sciascia, 2011), I still dwell on these aspects, taking up a paper that we did not publish in those years and which attempted to describe an application example of integration. Market share and relative price are two indicators that businesses often use to measure their market success. In this study we propose to consider an alternative and innovative indicator of innovation success that takes into account the views of clients, true protagonists of the purchase decision making. Customer loyalty is the construct measured in this work that join customer satisfaction and market segmentation. We propose a generalized model where the customer loyalty is a function of customer satisfaction relieved in time and a more complex smoothing model that introduces in the function the influence of the market segmentation adopted by the company. On a simulated dataset are then calculated values of customer loyalty comparing it with a worst case and best case scenarios.
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