nep-mkt New Economics Papers
on Marketing
Issue of 2010‒10‒23
five papers chosen by
Joao Carlos Correia Leitao
University of Beira Interior and Technical University of Lisbon

  1. Experiential marketing, customer satisfaction, behavioral intention: timezone game center surabaya By Rahardja, Christina; Anandya, Dudi
  2. Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier By Shuili Du; C.B. Bhattacharya; Sankar Sen
  3. Consumer Ethics: The Role of Self-Regulatory Focus By T. DE BOCK; P. VAN KENHOVE
  4. Does marketing and sales integration always pay off? evidence from a social capital perspective By Rouziès, Dominique; Hulland, John; Barclay, Donald W
  5. Tools to keep brands on the market By Doval, E; Doval, O

  1. By: Rahardja, Christina; Anandya, Dudi
    Abstract: Experience Economy now affects the progression of economics and customer value will increase whether companies offer memorable experiences. Experiential Marketing focuses on customer experiences from sense, feel, think, act and relate experiences, therefore called customers as affective decision makers. There is a lack of research on emotional response of service companies, and this research is directed to fill in the gap. Research aims to analyze the effect of experiential marketing on customer satisfaction, the effect of experiential marketing on behavioral intention, and the effect of customer satisfaction on behavioral intention at Time zone game center Surabaya. Data is analyzed by structural equation modeling (SEM) with AMOS 4.0. The results show that hypothesis one is accepted, experiential marketing affects customer satisfaction at Time zone, hypothesis two is also accepted, experiential marketing affects behavioral intention of Time zone's customer, but hypothesis three is rejected, customer satisfaction do not affect behavioral intention at Time zone game center Surabaya.
    Keywords: Experiential Marketing; Customer Satisfaction; Behavioral Intention
    JEL: M31 C3
    Date: 2010–04–15
  2. By: Shuili Du (Simmons College); C.B. Bhattacharya (ESMT European School of Management and Technology); Sankar Sen (Baruch College, City University of New York)
    Abstract: This research builds on the complementary corporate social responsibility (CSR) literatures in strategy and marketing to provide insight into the efficacy of CSR as a challenger’s competitive weapon against a market leader. Through an investigation of a real world CSR initiative, we show that the challenger can reap superior business returns among consumers who had participated in its CSR initiative, relative to those who were merely aware of the initiative. Specifically, participant consumers demonstrate the desired attitudinal and behavioral changes in favor of the challenger, regardless of their affective trust in the leader, whereas aware consumers’ reactions become less favorable as their affective trust in the leader increases. Furthermore, participation, unlike mere awareness, transforms the nature of the consumer-challenger relationship from a transactional one to a communal, trust-based one.
    Keywords: corporate social responsibility, competitive strategy, challenger brand, affective trust
    Date: 2010–10–11
    Abstract: The present study investigates the influence of self-regulatory focus on consumer ethical beliefs (i.e., consumers’ judgment of various unethical consumer practices). The self-regulatory focus framework is highly influential and applies to an impressively wide spectrum of topics across a diverse array of domains. However, previous research has not yet examined the link between this personality construct and the consumer ethics field. Findings indicate that promotion affects one’s attitude toward questionable consumer practices with those having a stronger (versus weaker) promotion focus being more likely to believe these consumer misbehaviors to be acceptable. Further, this study shows that prevention influences one’s perception of morally dubious consumer practices with those having a stronger (versus weaker) prevention focus being more inclined to believe these questionable consumer activities to be unacceptable.
    Keywords: demography consumer ethical beliefs, consumer ethics, consumer ethics scale, personal characteristics, self-regulatory focus
    Date: 2010–09
  4. By: Rouziès, Dominique; Hulland, John; Barclay, Donald W
    Abstract: Building on social capital theory, the authors view the marketing and sales interface as a set of inter-group ties and investigate how firms (1) generate value from inter-group relationships and (2) develop the social capital embedded in these relationships. Their findings suggest that social capital enhances, but can also limit, a firm’s performance depending on the characteristics of its customers. Their results also demonstrate that managing the marketing and sales interface at different levels of customer concentration is critical to the success of a firm’s performance.
    Keywords: Marketing organization; sales organization; interface; social capital theory.
    JEL: L14 L25 M31
    Date: 2010–10–15
  5. By: Doval, E; Doval, O
    Abstract: Brand purpose is to increase shareholders’ wealth and making profit. Considering the organizations economic environment changes and the fall of the most markets, the paper is focused on the general forces impeding the brand development and on finding some tools to strengthen the brands.
    Keywords: marketing strategy; brand’s vision; brand management
    JEL: M31 M19
    Date: 2010–02–15

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