Business Commons^™

Metaverse Marketing: How The Metaverse Will Shape The Future Of Consumer Research And Practice, Yogesh K. Dwivedi, Laurie Hughes, Yichuan Wang, Ali A. Alalwan, Sun J. (Grace) Ahn, Janarthanan Balakrishnan, Sergio Barta, Russell Belk, Dimitrios Buhalis, Reto Felix

Marketing Faculty Publications and Presentations

The initial hype and fanfare from the Meta Platforms view of how the metaverse could be brought to life has evolved into an ongoing discussion of not only the metaverse's impact on users and organizations but also the societal and cultural implications of widespread usage. The potential of consumer interaction with brands within the metaverse has engendered significant debate within the marketing‐ focused discourse on the key challenges and transformative opportunities for marketers. Drawing on insights from expert contributors, this study examines the marketing implications of the hypothetical widespread adoption of the metaverse. We identify new research directions and propose …

Vietnamese Attitudes And Behavioural Patterns Towards Counterfeit Brands, Giang Huynh, Jonathan A.J. Wilson

ASEAN Marketing Journal

This study examines Vietnamese female consumers’ attitudes towards counterfeit branded products; by investigating the influence of brand image, product involvement and price advantage towards decision-making processes associated with purchasing and ownership. An inductive anti-positivist approach was adopted, employing qualitative methods; drawing from in-depth interviews distilled and synthesized using Word Cloud software, as Geographic Information System (GIS) based Spatial Analyses. Findings suggest that Price Advantage plays a determining and predominant role in encouraging consumers’ purchase intention of a counterfeit product. In addition, Brand Image has positive effect on the purchase intention as well; while product involvement plays no significant role in …

From Dreaming To Believing: A Review Of Consumer Engagement Behaviours With Brands’ Social Media Content Across The Holiday Travel Process, Dean Creevey, Etain Kidney, Glenn Mehta

Articles

This paper reviews social media user engagement behaviours with brands and proposes a new stage within the travel process. Specifically, the pre-trip stage is examined and investigation into a two sub-stage split is proposed; pre-purchase and post-purchase. Dubbed the Believing phase, this paper calls for research into the patterns of engagement behaviour towards hotel brands’ content at this currently under-researched stage. Current social media-focussed research examines influence on purchasing decisions of users, social media usage on-site, and post-trip evaluation. There remains a conceptual gap highlighting the behavioural patterns of users during the period between initial purchase and subsequent departure.

Exploring Consumer Collecting Behavior: A Conceptual Model And Research Agenda, Brian I. Spaid

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to explore the behaviors that revolve around collecting, the motivations behind these behaviors and the psychological benefits collectors receive from engaging in these collecting behaviors.

Design/methodology/approach

A thorough literature review and integration of prominent psychological and social psychology theories are used to propose a conceptual model, several research propositions and potential research questions for future scholarship.

Findings

This paper proposes that a collector salient identity and collecting motives drive tension-inducing social and solitary collecting behaviors and that these behaviors in turn reinforce the collector salient identity. Relevant aspects of the collecting phenomenon are …

Cigarette Packaging In Ireland: The Plain Future, Maurice Murphy, Wesley Connolly Tong

Dept. of Management & Enterprise Conference Material

No abstract provided.

Still Sparkling The Phenomenon Of Bottled Water—An Irish Context, Hayley Collins, Angela Wright

Dept. of Organisation & Professional Development Publications

Why choose to buy one brand of bottled water over another, when, as consumers, we are effectively just buying water — H2O — a colourless, odourless product? This study investigates the power of branding in the bottle water market—a billion euro industry that has been created to sell a product with little or no distinguishable features. Sales of bottled water continue to increase year on year globally, and in Ireland. Ballygowan and Volvic have the largest market share of the water market in Ireland, and, interestingly, they also invest the most in their marketing. One of the aims of this …

Electronic Word Of Mouth: The Effects Of Incentives On E-Referrals By Senders And Receivers, Jan Ahrens, James R. Coyle, Michal Ann Strahilevitz

School of Economics and Business Administration Faculty Works

No abstract provided.

What Is The Effectiveness Of Public Relations Tactics Being Utilized By High Street Fashion Brands To Encourage Consumer Knowledge Of Their Brand Identity?, Lynn Ferrari

Theses

This thesis looks to discover if high street fashion brands are utilizing effective public relations. It attempts to identify if the PR tools being utilized by high street fashion brands are evident to the consumer and if they contribute to purchasing power, the model of communication that is being employed by high street fashion brands and if age contributes to the knowledge and effectiveness of public relation tactics and communication tools. Approach: The research involved a two-stage study with the first phase focusing on an extensive literature review of the key sources of secondary research including reports, articles and publications. …

Exploring The Intention Of The South West Of Western Australian Residents To Purchase Solar Panels Using The Theory Of Planned Behaviour Approach, Greg Murray

Theses : Honours

Global warming is a concern for many people around the world (Lorenzoni, Pidgeon, 2006; Searle & Gow, 2010). The negative effect of climate change is increasingly apparent (Belluscio, 2010; Dunlop, 2010; Hirabayashi, Kanae, Emori, Oki & Kimoto, 2008; Oelemans, 1994). In response to growing public concern, governments are implementing legislation and carbon initiatives to decrease the impact of climate change (Crane, 2010; D’Souza, 2005). Although these government actions are important to implement environmental preservation among industries, this study focuses on the intentions of purchasing behaviour of the individual homeowner of the South West region of Western Australia. More specifically, the …

Casino Customers In Asian Versus Western Gaming Jurisdictions: Implications For Western Casino Operators, Sudhir H. Kale, Mark Spence

Mark Spence

Purpose – Most of the growth in casino expansion for the foreseeable future will take place in Asia. Western casino operators appreciate the immense opportunities afforded by the Asian markets, but judging by their performance abroad some have not adapted in ways necessary to survive and prosper. The purpose of this paper is to expose key differences between Asian and Western gaming jurisdictions. In light of these differences, it is a serious mistake for Western casino executives to follow an ethnocentric approach when planning marketing activities and customer service initiatives for Asian customers. To rectify this situation, a framework is …

Young People's Use Of Online Social Networking Sites :A Uses And Gratifications Perspective, Aine Dunne, Margaret-Anne Lawlor, Jennifer Rowley

Articles

Abstract Purpose – The purpose of this paper is to explore why young people use and participate in social networking sites (SNS) with specific reference to Bebo. Design/methodology/approach – A qualitative approach is employed in this study with a view to exploring the uses and gratifications that girls aged 12 to 14 years, both seek and obtain from the Bebo social networking site. The research was conducted in a school setting in Ireland. Findings – The findings indicate that the participants are actively using Bebo for their own personal motives and gratifications in terms of presenting and managing a certain …

Money, Money, Money – How Do Attitudes Toward Money Impact Vanity And Materialism? – The Case Of Young Chinese Consumers, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

Purpose – China is undergoing a radical change as the forces of industrialization and modernization transform its society. Money is taking on an increasingly important role, particularly among young Chinese, as the Western ideals of individualism and hedonism thrive. The goal of this research is to understand attitudes towards money in China and how these attitudes affect elements of consumer behavior such as materialism and vanity.

Design/methodology/approach – The paper uses a well-accepted scale (with several dimensions) to explore attitudes towards money. Research questions examine how the dimensions of attitudes towards money affect materialism and achievement vanity. The sample comprises …

Green Brand Extension Strategy And Online Communities, Heikki Karjaluoto, Patrali Chatterjee

Department of Marketing Faculty Scholarship and Creative Works

Purpose The purpose of this paper is to examine current and prospective consumer perceptions, purchase intent and parent brand evaluation due to green brand – line and category extensions by marketers of established (non-green) brands for products with high vs low perceived environmental impact. Design-methodology-approach The paper analyses responses to online surveys by 602 pet-owners at social networking websites. The quasi-experiment considered perceived environmental impact of core product, parent-brand user status, and green extension strategy (line vs category). Brand extension evaluation, purchase intent, and parent brand evaluation were then measured. Findings Results suggest that consumers are more likely to purchase …

Consumer Perceptions Of Internet Banking In Finland: The Moderating Role Of Familiarity, Katariina Maenpaa, Sudhir H. Kale, Hannu Kuusela, Nina Mesiranta

Sudhir H. Kale

Previous research on Internet banking (IB) has mostly been confined to the adoption of online banking services. Now that IB has millions of active users worldwide, it is time to shift the research focus to the perceptions and experiences of IB users. This article examines the moderating role of familiarity, i.e. the amount of accumulated IB experience, in consumer perceptions of IB. A survey of 300 active users of IB in Finland revealed that level of IB familiarity impacted four out of seven service dimensions explored in the research. These findings may provide useful guidelines for developing Internet bank services …

A Double Edged Sword: Understanding Vanity Across Cultures, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

Purpose – Based on their size, disposable income, and purchasing power, generation Y (Gen Y) consumers are viewed as the Holy Grail for marketers. Conversely, some of this group's behavior disturbs public policy officials, particularly when dealing with issues such as poor financial planning, bulimia and anorexia nervosa. The key question for both marketers and policy makers is what is the best way to understand the Gen Y segment? The vanity concept is used in this study as a way to understand the Gen Y consumer segment. The purpose of this paper is to examine vanity perceptions (cross-nationally and by …

Forging Relationships With Services: The Antecedents That Have An Impact On Behavioural Outcomes In The Life Insurance Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta, Buck Peng Tang

Marketing Faculty Research and Publications

The extent to which service quality is linked to satisfaction, value and behavioural outcomes continues to be debated in the literature. This research investigated two models involving the linkages between service quality, satisfaction, perceived value, repurchase intention and willingness to recommend to others. The life insurance industry was chosen as the industry for investigation since it is virtually a pure service with little tangibility and high credence properties. Data were collected in Singapore in response to concerns about broadening understanding of these variables cross-culturally. Results of path analysis indicate that service quality has an indirect relationship with behavioural outcome measures …

Consumer Decision Making Styles: A Multi-Country Investigation, Steven Lysonski, Srinivas Durvasula, Yorgos Zotos

Marketing Faculty Research and Publications

Argues that profiling consumer decision-making styles has importance to marketers, advertisers and consumer affairs specialists, but developing an approach to quantify such profiles has been problematic. Reports the application of an instrument known as the consumer style inventory (CSI) to measure these profiles for samples of consumers from Greece, India, New Zealand and the USA. Indicates, from the results, that the instrument seems more applicable to higher income countries than to developing ones. Discusses implications regarding use of the instrument and cross-cultural issues.

A Low-Involvement Choice Model For Consumer Panel Data, Cathal Brugha, Darach Turley

Articles

The long overdue surge of interest in consumer behaviour texts in low-involvement purchasing has only begun to gather momemtum. It often takes the form of asking whether concepts usually associated with high-involvement purchasing can be applied, albeit in a modified form, to low-involvement purchasing. One such concept is evoked set, that is the range of brands deemed acceptable by a consumer in a particular product area. This has characteristically been associated with consumption involving extensive pre-purchase search and evaluation. The consumer's evoked set is thus the brands he would actually consider purchasing in advance of the purchase event. However, when …

Japanese Attitudes Toward American Business Involvement In Japan: An Empirical Investigation, Syed Akhter, Toshikazu Hamada

Marketing Faculty Research and Publications

Examines Japanese attitudes and behavioral intentions toward US products, firms, and government. Findings indicate that, although Japanese consumers do not regard US products as better than competing Japanese products, they still tend to purchase them. Furthermore, they want their government to keep an eye on US businesses, but not to set limits on market share and investments or restrict repatriation of profits. The respondents were open to the idea of Japanese scientists and firms sharing their technology with US firms. Presents the strategic implications of these findings.