nep-mkt New Economics Papers
on Marketing
Issue of 2023‒03‒13
three papers chosen by
Marco Novarese
Università del Piemonte Orientale

  1. A Conceptual Model of the Role of Perception of Celebrity Endorsement in Consumer Purchase Intention of MS Glow Beauty Products By Putri, Nirvanni Reswari Adi; Haryanto, Budi
  2. The Impact of Spiritual Marketing on Consumer Loyalty By Suhan, Aurelia; Aprillia, Ariesya
  3. Pink Marketing By Kévin Bideaux

  1. By: Putri, Nirvanni Reswari Adi; Haryanto, Budi
    Abstract: This article aims to explain the influence of perception of celebrity endorser on purchase intention which is mediated by attitude towards ads and attitude towards brand. This study was moderated by the type of endorser tested in two groups, handsome vs. not handsome endorser types. Literature reviews made by several international journals with high reputation including research from Schouten et al. (2020) and Ha & Lam (2017). This article is to identify the variables used to build a conceptual model. The expected finding is that there is a positive relationship between perception of celebrity endorser, attitude towards ads and attitude towards brand on purchase intention which is moderated by type of endorser. This study also explains the dimensions of trustworthiness, expertise, and similarity that produce the perception of celebrity endorsers. Researchers hope this research can help marketers to design effective marketing strategies to influence potential consumers. This paper is also expected to contribute theoretically, practically and possibly can be used for future studies.
    Date: 2023–01–28
  2. By: Suhan, Aurelia; Aprillia, Ariesya
    Abstract: Wardah is a pioneer of a cosmetic brand receiving a halal certificate from the Indonesian Ulema Council. Therefore, these products are compliant with Islamic principles. Indeed, Indonesian consumers, mainly Muslim, are expected to be loyal. Related to this situation, the company manufacturing Wardah products needs to choose the type of suitable marketing. For this reason, this research aims to examine and analyze the impact of spiritual marketing on consumer loyalty. To achieve this intention, the consumers of Wardah products in Jakarta perform as the population and samples. Because the population size is unidentified, the consumers are taken by purposive sampling. Also, the variance-based structural equation model and probability of t-statistic are utilized to analyze the data and test the hypothesis. Based on the response testing, this study concludes that spiritual marketing is needed to create loyal consumers.
    Date: 2023–01–27
  3. By: Kévin Bideaux (LEGS - Laboratoire d'Etudes de Genre et de Sexualité - UP8 - Université Paris 8 Vincennes-Saint-Denis - UPN - Université Paris Nanterre - CNRS - Centre National de la Recherche Scientifique)
    Abstract: Gender marketing takes advantage of gender research, modifying some products to respond the allegedly specific needs of women. The aim is to double profits by offering two gendered versions of the same product. Pink is then massively used to particularise a product "for girls/women", which has often been criticised by feminist researchers and activists as sexist. The intent here is to explain how and why such a marketing strategy persists, even though it is in decline. Through gender studies, the article will first show how the gendered use of pink in marketing manages to construct a "feminine mode of consumption", referring to Christian Derbaix and Pierre Gregory's model of the "doors of persuasion" to show how the colour pink can activate different levers likely to modify the attitudes and behaviour of female consumers. The article will then consider Jean Baudrillard's semiological approach to consumption in order to explain female consumers' adherence to this "pink marketing". Finally, using the concept of "extended-self" developed by Russel W. Belk, it will show how the consumption of these "feminine products" allows consumers to prove their belonging to the category of "women", while reinforcing their feeling of "being a woman".
    Keywords: Gender Marketing, Consumer culture, Femininity, Consumerism, Extended-self, Marketing de genre, culture de la consommation, féminité, consumérisme
    Date: 2022–12

This nep-mkt issue is ©2023 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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