Business Commons^™

How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta

Journal of Applied Marketing Theory

With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …

Antecedents Of Customer Brand Engagement Affecting Customer Satisfaction, Trust, And Commitments In Forming Loyalty And Word Of Mouth In Indonesia, Unik D. Lestari, Tantri Yanuar R. Syah

ASEAN Marketing Journal

Manuscript type: Research Article

Research Aims: The research objective was to determine customer brand engagement (CBE) drivers, which directly or indirectly generate word of mouth (WOM) on Instagram through trust, commitment, customer satisfaction, and loyalty.

Design/methodology/approach: This research was conducted in Indonesia with 213 respondents who are active on Instagram accounts, have an age range between 20 and 60 years, and have an attachment to products from middle to upper-class brands in Indonesia. This quantitative research uses the Structural Equation Model (SEM) method.

Research Findings: The results show that customer involvement and flow experience are the main drivers …

Does Citizens’ Involvement Reflect Sustainability In Smart Cities?, Zeina Mazloum

BAU Journal - Creative Sustainable Development

Though being highlighted for years as a core driver for smart cities to advance, a small body of research revealed the significant role of citizens in contributing to smart cities’ maturity and sustainability. This paper emphasizes the importance of citizens’ involvement in the decision-making process in smart cities through obtaining a high quality of life, ensuring rapid urban growth, attracting brains, talents, and skills in addition to raising productivity. All these serve as solid foundations for sustainability in smart cities and opens doors wide for future studies.

Bringing Students With Low Agreeableness To Attend Collegiate Sports: A Moderated Mediation Model With Team Identification And Student Involvement, Chanwook Do, Jun-Phil Uhm, Heetae Cho, Hyun-Woo Lee

Journal of Applied Sport Management

In a college athletics setting, we investigated a moderated mediation model of the effect of team identification on attendance intention where student involvement was the mediator and agreeableness was the moderator. Results showed that student involvement mediated the relationship between team identification and attendance intention, and agreeableness moderated the effect of student involvement on attendance intention. In particular, the interaction effect by agreeableness indicated how less agreeable students would be more willing to attend games when they are more involved in campus activities. Details of this study, including theoretical and practical implications, research limitations, and future directions, are discussed.

From Customizing Products To Possessive Bonds: The Role Of Consumer Involvement And Consumer Privacy Concern, Hua Chang, Lingling Zhang

Association of Marketing Theory and Practice Proceedings 2022

Despite the prevalence of customized products and service in the marketplace, little research has examined the impact of customization on consumers. The current research investigates the role of brand customization on consumers’ brand relationship and brand attitude. The findings from two experiments demonstrate that consumers with high involvement (vs. low) will have more positive brand relationship and brand attitude. In addition, consumer’s privacy concern moderates this relationship such that the identified positive effect exists only for those with a low privacy concern.

Intervariable Influence Analysis Of Hierarchy Of Effect (Hoe) Model In Cross-Border E-Commerce (Study Case: Shopee And Lazada), Diyang Risma Gabriella, Anna Amalyah Agus

ASEAN Marketing Journal

Manuscript type: Empirical research Research aims: This study was conducted to analyze and develop the intervariable influence within the stages of HOE Model in CBEC context. Design/methodology/approach: Based on the Hierarchy of Effect (HOE) model which consists of the stages of customer progression of learning and decision-making as a response of their shopping experiences. A total research data of 1,651 respondents were collected through a structured questionnaire. SEM method was used to test the proposed research model. Research findings: HOE Model was found to vary based on the level of product cognition and platform involvement. Two case studies provide different …

The Timing Effects Of Reward, Business Longevity, And Involvement On Consumers’ Responses To A Reward Program, Badri Munir Sukoco, Meng-Kuan Lai, Wan-Jou Weng

ASEAN Marketing Journal

The Timing Effects of Reward, Business Longevity, and Involvement on Consumers’ Responses to a Reward Program

Authentic Information On The Back Label Of Wine Bottle, Beomjoon Choi, Jaewoo Joo

Asia Marketing Journal

This paper investigates whether including authentic information on the back labels of wine bottles enhances consumers’ confidence and purchase intentions about wine; it also assesses the moderating role of involvement and knowledge about wine. We conducted two experimental studies. Study 1 generated three findings. First, when the back label had authentic information, subjects showed higher confidence levels. Second, this effect was hold for subjects with low levels of involvement. Finally, we did not observe this effect for subjects with high levels of involvement. Study 2 extended study 1’s findings and identified the moderated mediation effect of confidence. The findings highlight …

Virtual Games Meet Physical Playground: Exploring And Measuring Motivations For Live Esports Event Attendance, Haozhou Pu

Health and Sport Science Faculty Publications

The spectacular rise of esports and its live events have drawn increasing interests from sport and leisure studies. Little information, however, is known on motives behind spectators’ attendance of esports events. Based on a mixed-method design consisting of data collected in cross-cultural settings, we developed and validated an eight-factor measurement scale related to the motives of attending live esports events. In this study, we contend that esports event creates a space where virtual and physical experience are mutually constituted. While motives found in traditional sports and event research are present in the current study, motives unique to esports events are …

Using Fomo To Promote Sports Events: Exploring Technology Usage And Involvement Effects, Julia E. Blose Dr., Rhonda W. Mack, Robert Pitts, Y. Xie

Association of Marketing Theory and Practice Proceedings 2021

No abstract provided.

The Effect Of Endorser Credibility On Purchase Intention Based On Golf Products’ Attribute: Elaboration Likelihood Model Perspective. Golf Equipment Vs. Golf Apparel, Jongyeol Yoo

Graduate Theses and Dissertations

The purpose of the study is to examine the main features of a sport celebrity which make them credible as an endorser such that it influences the consumer’s purchase intention based on the products’ attributes. The study used a non-probability sample, a convenient sample method, limiting the generalization possibilities. A total of 401 surveys were collected for a golf apparel study while a total of 397 surveys were collected for a golf equipment study.

Findings of the golf apparel study indicated that trustworthiness, attitude toward advertisement, and involvement in golf positively influence on purchase intentions. On the other hand, attractiveness, …

Simultaneous Effects Of Multiple Cues In Restaurant Reviews, Esther Kim, Sarah Tanford

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

Purpose

The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making a restaurant decision.

Design/methodology/approach

This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion) on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive) × 2 (distance: close, far) × 2 (occasion: casual, special) between-subjects factorial design was used.

Findings

The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation and choice, a distance cue for …

Risk Versus Reward: When Will Travelers Go The Distance?, Sarah Tanford, Esther Kim

Department of Hospitality and Tourism Faculty Scholarship and Creative Works

Purpose – The purpose of this paper is to evaluate how consumers simultaneously process multiple cues for different dining occasions when making

a restaurant decision.

Design/methodology/approach – This paper investigates the influence of priming (review prototype), effort (distance) and involvement (occasion)

on restaurant evaluations, willingness to drive and willingness to pay for a restaurant meal. A 2 (prototype: negative, positive)   2 (distance: close,

far)   2 (occasion: casual, special) between-subjects factorial design was used.

Findings – The paper finds that each variable influences a different outcome, whereby people rely on a review prototype for restaurant evaluation

and choice, a distance cue …

A Strategic Analysis Of The Nebraska Alumni Association, Colton Siebert, Michael Eesley, Conrad Shiu, Melissa Newkirk, Joshua Demers, Jeb Vavak

Honors Theses, University of Nebraska-Lincoln

The Nebraska Alumni Association (NAA) is in a unique position regarding where it fits in the lives of the people it serves and the potential growth of their programs. Being separate from the University system, yet still driven by mission to help the university grow, has given the association several advantages as to being able to act in an agile manner. However, only 24,000 of the over 200,000 University of Nebraska-Lincoln alumni have paid to become a part of the Nebraska Alumni Association. This is shocking, and we believe that our recommendations can turn the tide through engagement of the …

Exploring Consumers’ Alcoholic-Beverage Type-Specific Drinking Motives, Hyejeung Cho

Asia Marketing Journal

Despite the abundance of research on alcoholic-beverage consumption in the food and beverage marketing literature, research directly assessing and comparing consumers’ psychological motives for drinking different types of alcoholic beverages is relatively limited. There is also a paucity of research comparing drink-type specific consumption motivations in an Asian market. Paying attention to some recent new changes in the alcoholic-beverages market of South Korea, this study investigated South Korean young adult female consumers’ alcoholic-beverage type-specific drinking motives. A self-administered online survey of 340 young adult female drinkers about their alcohol-consumption patterns, alcoholic-drink preferences, involvement with alcohol, and four types of drinking …

The Effects Of Coworker Relationships, Involvement, And Supportiveness On Job Satisfaction And Performance, Stephen F. Occhipinti, Nicholas M. Rollo, Eric J. Klimowicz

Student Publications

Past research has indicated that relationships, involvement, and supportiveness have an effect on job satisfaction and performance. A study was done on Gettysburg College students who have had experience with group work. Sixty-four (29 males, 35 females) Gettysburg College students were used as participants in the study. The study was split fairly evenly between sophomores, juniors, and seniors. To start, the survey included two demographic questions: gender and class year. Participants completed an online survey about the relationships among group mates, group involvement, and group support experience. Questions about the overall satisfaction and performance were also included. A correlational design …

Students' Perceived Value Of The Community College Experience: A Mixed Methods Study, Robin A. Duncan

Antioch University Full-Text Dissertations & Theses

The purpose of this study was to explore students’ perceived value of their community college experience and its relationship to other factors often related to student persistence in college, namely satisfaction, academic quality, service quality, and engagement. The research was guided by three focused questions: How do students describe and define perceived value of community college; what components emerge from exploratory factor analysis of items designed to measure perceived value; and how, if at all, is a student’s perception of the value of a community college experience different from related measures such as satisfaction, engagement, or quality? Data were collected …

Role Of Trust And Involvement In The Effectiveness Of Digital Third-Party Organization Endorsement, Liming Guan, Vishal Lala

Atlantic Marketing Journal

In this research, an online experiment was conducted to investigate the effect of the mere presence of digital third-party organization (TPO) endorsement and the quality of information conveyed by a digital TPO, referred to as the endorsement information value effect. Involvement and institution-based trust were tested as moderators of the endorsement information value effect. The results confirm the intuitive belief of managers that the mere presence of a digital TPO endorsement benefits websites by reducing risk perceptions, improving attitudes and increasing choice likelihood. The findings from this research revealed that effectiveness of digital TPO endorsement information value was contingent upon …

Cultural Impacts On Cognitive Dissonance And Ewom/Enwom, Kungpo Tao, Yan Jin

Communications of the IIMA

The purpose of this study is to contrast individualist culture (e.g., United States) with collectivist culture (e.g., China) in regards to the Internet-involved customer purchase process (IICPP), specifically the customer’s involvement before purchase, the cognitive dissonance after purchase and the post-purchase behavior in terms of the online world of mouth (eWOM) and online negative word of mouth (eNWOM). This study also explores the influences of culture on product attributes that are associated in IICPP. Based on the related literature, this study applies the existing concepts to the Internet context. The study adopts 40 cases of online customer reviewers regarding their …

Using The Involvement Construct To Understand The Motivations Of Customers Of Casual Dining Restaurants In The Usa, Bharath M. Josiam Ph.D., Alexandria C. Kalldin M.S., Jennifer L. Duncan M.S.

Hospitality Review

The purpose of this study was to investigate the motivations that push consumers to dine out and restaurant attributes that pull diners to a specific restaurant. Surveys were administered to a convenience sample of 559 respondents at a large university in the Southwest of the USA. Crosstabs, ANOVA, Correlations, Factor Analysis and Multiple Regression were employed to explore differences and relationships between variables. Findings identified a profile of diners at casual restaurants. Using the involvement construct, the push-pull motivational framework, and the hedonic and utilitarian motivational framework, results of this study indicate two primary reasons behind the decision to dine …

A Sound Idea: A Theory-Based Synthesis And Explanadum Supporting The Use Of Music In Marketing Strategy, Anthony H. Kerr, Neel Das

Atlantic Marketing Journal

A review and synthesis of research literature regarding the role and influence of music on advertising effectiveness and in-store shopper moods and behavior is presented. A conceptual model is presented, with strong theoretical support found in classical conditioning, information processing, involvement, and mood states literature. The authors posit that a retailer should use a dual, concomitant music strategy as a component of an overall advertising and in-store marketing promotion plan. This strategy is presented in what the authors refer to as the Music Affect Model. While using the positive affects of music on consumer purchasing behavior as its core source …

Understanding Country Club Members’ Loyalty: Factors Affecting Membership Renewal Decisions, Theresa Clem, Swathi Ravichandran, Aryn C. Kapinski

Hospitality Review

Many private country clubs across the United States have experienced a declining or flat membership and smaller waitlists of members wanting to join. The objective of this study was to investigate whether member involvement, service quality, and perceived value, influence member satisfaction and intention to renew membership for members of private country clubs. An online survey instrument customized for the country club industry was distributed to members of two country clubs in northeast Ohio. Results indicate that involvement level of members and perceived value impact country club members’ satisfaction and intention to renew their membership. Managerial implications are discussed.

The Impact Of Motivations And Enduring Involvement In An Adventure Tourism Setting, Eric Beckman

Doctoral Dissertations

This study aimed to determine the push and pull motivations that lead to an enduring involvement in an adventure tourism activity. The proposed research model will be the first to explore the relationship between motivational needs and enduring involvement in an adventure setting. In understanding the role that motivational needs and enduring involvement play in the success in an adventure setting, marketers can better promote the adventure tourism activity and location. Because this study was designed specifically for adventure tourism, it is expected that the model can be generalized across other adventure activities. In addition to motivational needs, enduring involvement, …

Bringing The Market To Life: Screen Aesthetics And The Epistemic Consumption Object, Detlev Zwick, Nikhilesh Dholakia

Nikhilesh Dholakia

This article argues that the new ‘visuality’ (Schroeder, 2002) of the Internet transforms the stock market into an epistemic consumption object. The aesthetics of the screen turn the market into an interactive and response-present surface representation. On the computer screen, the market becomes an object of constant movement and variation, changing direction and altering appearance at any time. Following Knorr Cetina (1997, 2002b) we argue that the visual logic of the screen ‘opens up’ the market ontologically. The ontological liquidity of the market-on-screen simulates the indefiniteness of other life forms. We suggest that the continuing fascination with online investing is …

Attitude Versus Involvement: Predicting Ethically And Socially Responsible Consumption Behavior, Sacha Joseph-Mathews, Nicole Bieak-Kreidler

Association of Marketing Theory and Practice Proceedings 2013

Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior …

Consumer Preferences For Online And Offline Resources In The Process Of Buying A High Involvement Service Bundle: A Qualitative Exploration, Robert G. Grant

Robert Grant

Adding online resources to a promotional mix adds a new level of complexity to marketing communications. The challenge for marketers is to retain a focus on value delivery which requires understanding both main effects and interactions between communication and promotional methods. This paper reports a qualitative study preceding a non-discrete choice experiment simulation to research information source effects at different stages of the buying process for different service types.

Process Flow Mapping Of Consumers In A High Involvement Service Purchase Process: An Exploratory Study, Robert G. Grant, Elias Kyriazis

Robert Grant

This paper reports on an exploratory study undertaken to deal with the intricacy of consumer behaviour in a buying process for a complex high involvement service bundle spanning both offline and online channels. A key finding is that consumers switch repeatedly between online and offline channels and between different types of information source to satisfy their search needs. This offers a challenge for communications management if organisations wish to add customer value by minimising their customer time and effort search costs. Prior online channel research has not acknowledged off-line information complementarity for complex high involvement search. Travel agents and principal …

Sales Promotions Effects On Brand Loyalty, Marife Mendez

HCBE Theses and Dissertations

In this dissertation the field of promotion marketing was examined by studying the impact of sale promotions on brand royalty. More specifically, for products with different levels of involvement, the study assessed how effective different nonmonetary and monetary promotions are at retaining brand loyalty.

Two research questions were posed: (a) Will the effect of nonmonetary and monetary promotions on brand loyalty vary according to the extent of hedonism or utilitarian benefits for low and high involvement products? (b) Will the preference for nonmonetary or monetary promotions on brand loyalty have a greater or lesser effect for low and high involvement …

중국인의 타인의식형 집단문화와 위조명품 브랜드 구매행동, Joo Ho Kim

Asia Marketing Journal

The Chinese counterfeits has begun to gain great attention recently because of the drastic increase in its volume. The consumption of counterfeit harms to manufacturer who spend millions of dollars to create and develop new product. The counterfeits in Chinese can cause international dispute and lower national reputation. The purpose of this study were to examine if the buyers of counterfeits tend to care more about interpersonal relationship than non-buyers among Chinese. Data were gathered by surveying Chinese consumer living in Beijing, Shanghai, and Guangzhou metropolitan area using convenient sampling, and 480 questionnaires were used in the statistical analysis. In …

Impact Of Relational Marketing Of Laptops: High Tech Product Adoptions In A Retail Setting, Anirudha Vasant Bansod

Theses

Marketing has developed from using a simple transactional model to a more sophisticated relational orientation model. Selling and marketing practices are different according to the culture of a country, purchasing power parity, economical situations, political conditions, the demand versus supply gap ratio and the socioeconomic conditions of the market place. Academics have translated these factors into a simple sales discipline. However, every region and country has its own style of business.

The business problem in this study was to understand ‘how retailers develop effective marketing strategies to increase the consumer’s propensity to buy high-tech products from their retail stores in …