nep-mkt New Economics Papers
on Marketing
Issue of 2018‒09‒03
four papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. Modelling wedding marketing strategies: An fsQCA Analysis By Fotiadis, Anestis
  2. The differences in degree of identification with the brands among generations By Veronika Braciníková; Kateřina Matušínská
  3. Analysing consumer motivations and their behaviour in the Alternative Food Networks in Italy By Mastronardi, Luigi; Giaccio, Vincenzo; Marino, Davide; Romagnoli, Luca; Mazzocchi, Giampiero; Palmieri, Margherita
  4. Hidden Baggage : Behavioral Responses to Changes in Airline Ticket Tax Disclosure By Sebastien Bradley; Naomi E. Feldman

  1. By: Fotiadis, Anestis
    Abstract: Aim of the study is to develop a model delineating customer perceptions on wedding marketing strategies in Kaohsiung, Taiwan. Main objective of this paper is to analyse a category of special events: the wedding market sector in Kaohsiung, Taiwan by examining how they attract consumers regarding their marketing strategies using the method of fuzzy-set Qualitative Comparative Analysis (fsQCA). Based on a survey to married, in relationship and singles local citizens of Taiwan the relationships between impressions, importance, push factors with decision making was explored. To test the hypotheses of the proposed model a primary research study was conducted employing a mall intercept technique via distribution of a self-administered questionnaire within a cross sectional on-site field research context. A fsQCA modelling approach technique was employed in order to measure, estimate and confirm the different casual paths constructs, as well as to test the significance of the paths between different segments of the wedding industry. Our findings reveal that the presence of importance, push factors and decision making determines the level of consumer perception performance. However, impressions do not show significant impact on consumer perceptions.
    Keywords: Wedding marketing;, fsQCA; Taiwan; Marketing Strategies
    JEL: L83 M31
    Date: 2018–05–15
  2. By: Veronika Braciníková (Department of Business Economics and Management, School of Business Administration, Silesian University); Kateřina Matušínská (Department of Business Economics and Management, School of Business Administration, Silesian University)
    Abstract: Consumers are still faced with more and more offerings of various companies from many channels. Because of increasing competitive the companies have to be constantly trying to differentiate from the others. The brands are the means, which help the companies with dis-tinguishing them. There is no doubt anymore that the brand is important. That is why the companies should be focusing on the building the strong brand, because it collaterally leads consumers to connect products with the quality, emotions, functions, and the design. There-fore, the aim of this paper is to investigate the consumers’ degree of identification with the brand in the relation with the age of consumers, accordingly with the cohort, which they are members of. For achieving this aim the questionnaire as the primary research technique was used. The analysis was based on the number of 840 respondents. The respondents were heavy social network users. The consumers were questioned about their attitudes to brands, their perceptions of the brands and opinions about the degree of importance of the brands in their lives.
    Keywords: brands, attitudes, degree of identification, perceptions
    JEL: M30
    Date: 2018–08–22
  3. By: Mastronardi, Luigi; Giaccio, Vincenzo; Marino, Davide; Romagnoli, Luca; Mazzocchi, Giampiero; Palmieri, Margherita
    Abstract: Alternative Food Networks are increasingly becoming a modality of economic and social reconnection between agricultural producers and consumers. They are inserted within a broader spectrum of dynamics concerning the new relations between the city and the countryside, particularly with regard to the processes of territorialization of food systems. The types of AFN are varied and have different characteristics, and also for this reason the relationships between producers and consumers have not yet been sufficiently analyzed. In this paper we have investigated such relationships, analyzing some of the characteristics of the consumers who buy in one or more AFNs, focusing, in particular, on spendings, motivations and socio-demographic profiles. The study covered a total sample of 1200 individual questionnaires, administered to the customers of 34 Short Food Supply Chains organizations, in 5 different urban areas: Rome, Lecce, Pisa, Turin and Trento. The methodology employed is multilevel regression analysis, that allows to deal with data with a nested structure. From the emerged results, we were able to depict some findings: most important motivations in purchasing decision are the perceived quality as well as the comfort in the sense of location of the markets, organization, variety of offered products and delivery methods. Other interesting results relate to the presence of children in the families and the role of women in the choice of quality food.
    Keywords: Agricultural and Food Policy
    Date: 2018–07–21
  4. By: Sebastien Bradley; Naomi E. Feldman
    Abstract: We examine the impact on air travelers of an enforcement action issued by the U.S. Department of Transportation in January 2012 that required U.S. air carriers and online travel agents to incorporate all mandatory taxes and fees into their advertised fares. Exploiting cross-itinerary ticket tax variation within international city market pairs, we provide evidence that the more prominent display of tax-inclusive prices is associated with a significant reduction in tax incidence on consumers and a decline in passenger volume along more heavily-taxed itineraries. Ticket revenues are commensurately reduced. These results suggest a pronounced degree of inattention to ticket taxes prior to the introduction of full-fare advertising and reinforces the theoretical predictions and experimental findings of the literature on tax salience in a quasi-experimental context where taxes average more than $100 per ticket and where firms may engage in price-setting behavior.
    Keywords: Tax salience ; Airlines ; Ticket taxes ; Tax incidence
    JEL: H22 H31 D90 D18 L5
    Date: 2018–08–14

This nep-mkt issue is ©2018 by Marco Novarese. It is provided as is without any express or implied warranty. It may be freely redistributed in whole or in part for any purpose. If distributed in part, please include this notice.
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NEP’s infrastructure is sponsored by the School of Economics and Finance of Massey University in New Zealand.