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on Marketing |
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Issue of 2012‒01‒25
nine papers chosen by Joao Carlos Correia Leitao University of Beira Interior and Technical University of Lisbon |
| By: | Siham Mourad (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II, UPMF Grenoble II - Université Pierre Mendès France - Ministère de l'Enseignement Supérieur et de la Recherche Scientifique); P. Valette-Florence (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II, UPMF Grenoble II - Université Pierre Mendès France - Ministère de l'Enseignement Supérieur et de la Recherche Scientifique, IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Université Pierre Mendès-France - Grenoble II) |
| Abstract: | A large number of studies on counterfeiting explore consumer behaviors in the consumption of counterfeit articles. But few of them consider luxury brand consumers and counterfeiting. Our research attempts to contribute to this field by studying strategies adopted by luxury brand consumers in the face of counterfeiting (Commuri 2009). To do so, we use the concept of an "experience of another self" in buying a product (Dampérat et al., 2002), which focuses on personal and social objects of consumption. |
| Keywords: | Counterfeit consumption, Luxury brand, Consumption experience |
| Date: | 2011 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:halshs-00660417&r=mkt |
| By: | Florence Benoît-Moreau (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine); Béatrice Parguel (IRG - Institut de Recherche en Gestion - Université Paris XII - Paris Est Créteil Val-de-Marne - Université Paris XII - Paris Est Créteil Val-de-Marne) |
| Abstract: | Purpose Using Keller's (1993, 2003) brand equity framework, this paper investigates the impact of the firm's environmental communication on brand equity, and specifically its impact on brand image, through the strength and favourability of brand environmental associations. Design/methodology/approach A between-subjects experimental design tests the hypotheses with a generalisable sample of 165 French consumers. Findings Environmental communication positively influences the strength and favourability of brand environmental associations, therefore improving brand equity. Two moderators reinforce the impact of environmental communication on brand equity through the strength of brand environmental associations: the perceived congruence between the brand and the cause, and the perceived credibility of the claim. Practical implications In the context of greater consumer pressure regarding business ethics, managers should favour environmental arguments in their corporate communication to improve brand image through societal associations. Doing so, they should focus their communication on causes that are congruent with their brands to facilitate brand equity building, and ensure they are credible when proclaiming these arguments. Originality/value of paper Despite existing research on corporate social responsibility (CSR), no studies focus on the specific impact of CSR communication on brand equity. This research provides initial empirical evidence about the positive effect of environmental claims on customer-based brand equity. |
| Keywords: | CSR communication; environmental communication; brand equity; congruency; societal consciousness |
| Date: | 2011 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:halshs-00634443&r=mkt |
| By: | F. Magnoni (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II, IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Université Pierre Mendès-France - Grenoble II, UPMF Grenoble II - Université Pierre Mendès France - Ministère de l'Enseignement Supérieur et de la Recherche Scientifique); E. Roux (CERGAM - Centre d'Études et de Recherche en Gestion d'Aix-Marseille - IAE d'Aix-en-Provence - Université Paul Cézanne - Aix-Marseille III : EA4225); P. Valette-Florence (CERAG - Centre d'études et de recherches appliquées à la gestion - CNRS : UMR5820 - Université Pierre Mendès-France - Grenoble II, IAE Grenoble - Institut d'Administration des Entreprises - Grenoble - Université Pierre Mendès-France - Grenoble II, UPMF Grenoble II - Université Pierre Mendès France - Ministère de l'Enseignement Supérieur et de la Recherche Scientifique) |
| Abstract: | This paper analyzes the role of the brand concept (luxury vs. non-luxury) in the impact of step-down line extension on consumer-brand relationships. A before-and-after pseudo-experimental study conducted on the Internet among BMW and Peugeot buyers shows that step-down line extension negatively influences the main variables of consumer-brand relationships (e.g., self-brand connections, brand attachment, brand trust and brand commitment) only for the luxury brand BMW. On the contrary, no dilution effects are found for the non-luxury brand Peugeot. |
| Keywords: | vertical line extension, dilution effects; consumer-brand relationships;luxury brands; cars; PSL approach |
| Date: | 2011 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:halshs-00660296&r=mkt |
| By: | Rousseau, Sandra (Hogeschool-Universiteit Brussel (HUB), Belgium); Vranken, Liesbet |
| Abstract: | Organic labels potentially play an important role in shaping consumer preferences for organic food products. Information implied by the presence of labels can be used by consumers to facilitate their consumption decisions. Therefore, we investigate the influence of the provision of objective information on the willingness-to-pay of consumers for labeled organic apples in Flanders (Belgium). Initially, we find that Flemish consumers are willing to pay a positive price premium of approximately 33 eurocent per kilogram for labeled organic apples. After the provision of information on the actual environmental and health effects of organic apple production, this price premium becomes even more pronounced and amounts to approximately 56 eurocent per kilogram. |
| Keywords: | Organic food production; willingness-to-pay; choice experiment; apples |
| Date: | 2011–05 |
| URL: | http://d.repec.org/n?u=RePEc:hub:wpecon:201104&r=mkt |
| By: | Terry Najja Kakeeto-Aelen (PhD Student, Maastricht School of Management in association with Tilburg University, The Netherlands); Jan C. van Dalen (Maastricht School of Management, The Netherlands); H. Jaap van den Herik (Tilburg University, The Netherlands); Bartel A. Van de Walle (Tilburg University, The Netherlands) |
| Abstract: | Relationship marketing has received much attention in the last two decades from both practitioners and researchers as one of the strategies firms can employ to remain competitive. Despite this attention, little empirical research has been performed about relationship-marketing practices among SMEs, especially those in developing countries. However, it is now widely accepted that SMEs play a crucial role in economic development. Consequently, their effectiveness in relating to customers in a sustainable way is considered an important contribution to macro-economic development of industries as well as countries. This article intends to investigate the relationship-marketing instruments employed by SMEs in Uganda and to suggest practical tools that policy makers in developing countries can use to enhance SME competitiveness. The current study is part of a wider study to investigate the relationship-marketing practices of SMEs in Uganda and to propose a suitable model that can be used to improve their competitiveness. Data was collected from SME owner-managers, frontline employees, and regular customers to identify (1) the relationship-marketing instruments employed by SMEs and (2) their contribution to SME competitiveness. Findings revealed that the instruments employed vary between different SME sectors and that, in general, those SMEs that were perceived to be more relationship- marketing oriented had higher customer-satisfaction levels compared to those that were not. In particular, the mediating role of customer experiences was confirmed. The findings show that relationship-marketing practices are expected to have a big impact on SME competitiveness in Uganda. The study fills a gap in the existing literature on the relationship-marketing practices of SMEs in developing countries and establishes a foundation for future research in related fields. |
| Keywords: | Relationship Marketing, SMEs, Relationship Marketing Instruments, Customer Experiences, Customer Satisfaction |
| JEL: | M31 M37 |
| Date: | 2011–11 |
| URL: | http://d.repec.org/n?u=RePEc:msm:wpaper:2011/28&r=mkt |
| By: | Béatrice Parguel (IRG - Institut de Recherche en Gestion - Université Paris XII - Paris Est Créteil Val-de-Marne - Université Paris XII - Paris Est Créteil Val-de-Marne); Florence Benoît-Moreau (DRM - Dauphine Recherches en Management - CNRS : UMR7088 - Université Paris IX - Paris Dauphine) |
| Abstract: | This paper aims at understanding whether firms should engage in CSR communications towards consumers, or let independent third parties do so. A generalisable sample of 275 adults participated in an experiment, manipulating third-parties credible information (positive information, negative, or absence of information) and company communication (generic vs. CSR communication). Results show a systematic positive effect of CSR communication on corporate brand attitude, even when negative third-parties information is available. CSR communication appears as an efficient and un-risky strategy. Results are further developed and discussed. |
| Keywords: | CSR communication ; corporate brand attitude ; greenwahsing ; third-parties ; experiment |
| Date: | 2011 |
| URL: | http://d.repec.org/n?u=RePEc:hal:journl:halshs-00636241&r=mkt |
| By: | Flora Felso (Delft University of Technology); Adriaan R. Soetevent (University of Amsterdam) |
| Abstract: | There are two important reasons for consumers to spend gift certificates differently than gifts in cash or non-gift income: a) they are forced to change their shopping pattern because of the conditions imposed by the issuer of the certificates, or b) they purposely separate gift certificates from other sources of income. The first reason implies a welfare loss, the second reason does not. We survey consumers who have just redeemed one or more gift certificates. For the gift certificate considered in our empirical application, we find that consumers are not constrained by the set of accepting merchants but that they do make some small changes in the timing of expenditures because of the certificate's no-refund policy. About 14 percent of recipients separate their gift certificates from other income sources in order to buy a product they really love to have. Males tend to spend the certificates on ordinary items, whereas females are more likely to treat themselves by buying more personalized items. |
| Keywords: | gift giving; labeling |
| JEL: | D11 D12 D31 |
| Date: | 2012–01–02 |
| URL: | http://d.repec.org/n?u=RePEc:dgr:uvatin:20120002&r=mkt |
| By: | Kuo-Liang Chang (Deparment of Economics South Dakota State University); Keith Underwood; George Langelett; Pei Xu |
| Date: | 2012–01–04 |
| URL: | http://d.repec.org/n?u=RePEc:sda:ibrief:2011538&r=mkt |
| By: | Marco Nicolosi; Stefano Grassi; Elena Stanghellini |
| Abstract: | Compliance with Corporate Social Responsibility (CSR) standards may require capacity that varies from one aspect to the other and companies in different industries may encounter different difficulties. Since CSR is a multidimensional concept, latent variable models may be usefully employed to provide a unidimensional measure of the ability of a firm to fulfil CSR standards. A methodology based on Item Response Theory has been implemented on the KLD sustainability dataset. Results show that companies in the industries Oil & Gas, Industrials, Basic Materials and Telecommunications have a higher difficulty to meet the CSR standards. Criteria based on Environment, Community relations and Product quality have a large capacity to select the firms with the best CSR performance, while Governance does not exhibit similar behavior. A stock selection based on the ranking of the firms according to our CSR measure outperforms, in terms of risk-adjusted returns, stock selection based on other criteria. |
| Keywords: | Socially Responsible Investment, CSR ability, latent variable model, item response theory |
| JEL: | C43 G11 G14 G19 |
| Date: | 2011–10–15 |
| URL: | http://d.repec.org/n?u=RePEc:pia:wpaper:96/2011&r=mkt |