Marketing Commons^™

Can Brazilian Firms Survive The Chinese Challenge: Effects Of Globalization On Markets, Strategies, And Performance, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to apply the structure-conduct-performance theory and the strategic fit concept to examine the effects of globalization on markets, strategies, and performance of business-to-consumer firms in Brazil.

Design/methodology/approach – The paper takes a qualitative approach to answer the research questions. Top decision makers such as president, chief executive officer, chairman of the board, vice president, and director of the companies were interviewed. The elite approach to in-depth interviewing was followed to obtain reliable information from the decision makers.

Findings – Findings indicate that globalization and especially the entry of Chinese firms significantly changed …

An Empirical Note On Regionalization And Globalization, Syed H. Akhter, Colleen Beno

Marketing Faculty Research and Publications

Purpose – Is it regionalization or globalization that more accurately depicts the state of the global economy? Exports and foreign direct investments (FDI) data are analyzed with the aim of answering the question and determining how intra- and inter-regional integration has changed over time.

Design/methodology/approach – To address the research questions, this paper covers the following. First, it takes a longitudinal perspective in examining the changes taking place in exports and FDI at the regional level. Second, it draws strategic business and marketing implications of this development.

Findings – The results show a trend toward regionalization in the Quad (North …

Understanding How Graphic Pictorial Warnings Work On Cigarette Packaging, Jeremy Kees, Scot Burton, J. Craig Andrews, John Kozup

Marketing Faculty Research and Publications

The 2009 Family Smoking Prevention and Tobacco Control Act requires cigarette packages to contain stronger warnings in the form of color, graphic pictures depicting the negative health consequences of smoking. The authors present results from a between-subjects experiment with more than 500 smokers that test (1) the effectiveness of pictorial warnings that vary in their graphic depiction of the warning and (2) an underlying mechanism proposed to drive potential effects of the manipulation of the graphic depiction. The findings indicate that more graphic pictorial warning depictions strengthen smokers’ intentions to quit smoking. Recall of warning message statements is reduced by …

Can Corrective Ad Statements Based On U.S. V. Philip Morris Usa Inc. Affect Consumer Beliefs About Smoking?, Andrea Heintz Tangari, Jeremy Kees, J. Craig Andrews, Scot Burton

Marketing Faculty Research and Publications

To comply with the court's ruling in U.S. v. Philip Morris USA Inc., tobacco companies must fund a large advertising campaign to 'correct' smoking beliefs about which consumers may have been misled as a result of past deceptive practices of tobacco companies. The authors use an ad copy experiment to examine (1) the effects of different versions of corrective ad statements that plaintiff intervenors submitted to the court on multi-item belief measures and (2) the impact of the ad versions and beliefs on general attitudes toward smoking across current adult smokers and nonsmokers. The tested ad versions include a …

The Integrative Justice Model For Marketing To The Poor: An Extension Of S-D Logic To Distributive Justice And Macromarketing, Gene R. Laczniak, Nicholas J. C. Santos

Marketing Faculty Research and Publications

As multinational corporations (MNCs) increasingly turn their attention to the fast growing markets of China, India, Brazil, and other developing areas, the question of fair treatment of consumers and other residents of those areas is more intensively debated than ever before. In essence, issues of "distributive justice" come to the fore, that is, are the benefits and burdens of rapid economic development being fairly allocated among the parties and stakeholders to the expanded economic transactions? In response to this question, the authors have postulated a detailed normative model for ethically marketing to impoverished consumer segments; they label their model, the …

Caritas In Veritate: Updating Catholic Social Teachings For Macromarketing And Business, Gene R. Laczniak, Thomas A. Klein

Marketing Faculty Research and Publications

In an effort to assess the latest thinking in the Roman Catholic Church on economic matters, this communications note briefly highlights the recent publication of a new encyclical by Pope Benedict XVI, Caritas in Veritate (Charity in Truth). Core ethical values, consistent with previous examples of Catholic Social Teaching (CST), are retained. However, some important nuances are added to previous treatments and certain points of emphasis are shifted to account for recent global developments. Key areas that relate to abiding marketing issues are spelled out and some brief commentary on matters of importance to macromarketing is offered.

Are Consumers Disadvantaged Or Vulnerable? An Examination Of Consumer Complaints To The Better Business Bureau, Dennis Garrett, Peter Toumanoff

Marketing Faculty Research and Publications

Questions have emerged recently about the appropriateness of defining disadvantaged consumers based on their membership in certain demographic categories, such as income, age, education, and race. This study assessed whether these traditional classifications are useful for understanding consumer complaining behavior with the Better Business Bureau. Results of analysis of more than 24,000 consumer complaints filed with a local BBB office during a 13-year period do not provide consistent support for this disadvantaged consumer perspective. Instead, the emerging vulnerable consumer perspective may provide a more promising basis for future research.

Technology And Its Crm Implications In The Shipping Industry, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

This paper investigates the relative importance of service factors such as technology and facilities, how service providers are rated on those factors, and their relationship to customer satisfaction in a B2B environment. The results show that in the ocean freight shipping industry, customers placed more importance on factors such as efficiency in complaint handling, prompt availability of delivery information as compared to the use of latest equipment and technology. Most importantly, customers who had a more favourable evaluation of shipping companies on these factors also experienced a higher level of service satisfaction. Implications of these results for the use of …

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 …

Service Attributes Satisfaction And Actual Repurchase Behavior: The Mediating Influence Of Overall Satisfaction And Purchase Intention, Syed H. Akhter

Marketing Faculty Research and Publications

The study proposes that the effect of service attributes satisfaction on actual repurchase behavior is mediated by overall satisfaction and purchase intention. Data collected through a survey questionnaire were used to test the proposed model. Findings support the mediation hypothesis and show that service attributes satisfaction has a positive and significant impact on overall satisfaction; overall satisfaction has a positive and significant impact on purchase intention; and purchase intention has a positive and significant impact on actual repurchase.

Segmentation In Social Marketing: Insights From The European Union’S Multi-Country, Antismoking Campaign, Gianfranco Walsh, Louise M. Hassan, Edward Shiu, J. Craig Andrews, Gerard Hastings

Marketing Faculty Research and Publications

Purpose – In 2005, the European Union launched a four-year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers, non-smokers, and ex-smokers).

Design/methodology/approach – The study focuses on smokers and examines the potential for using segmentation and targeting in informing the campaign. Three important factors are used to identify clusters: attitude toward the campaign; comprehension of the campaign; and inclination to think responsibly about their smoking behaviour.

Findings – Cluster analyses identify three distinct and …

Diagnosing Service Quality In Retailing: The Case Of Singapore, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

This paper examines the service quality perceptions of consumers towards retailers in Singapore. We applied SERVQUAL, a popular measure of service quality to a sample of 172 consumers to assess service quality perceptions, expectations and gaps in service quality. We first examined the dimensionality and reliability of this scale. Subsequently, analysis by various demographic groups revealed significant gaps in service quality; the gaps in quality were much higher for some service quality dimensions than for others. The implications of these results for Singapore retailers and retail entrepreneurs are then presented along with future research directions.

The Influence Of Time On Transactional Use Of The Internet: Buying, Banking, And Investing Online, Syed H. Akhter

Marketing Faculty Research and Publications

The major objective of this chapter was to test the effect of online time and adoption time on the frequency of transactional use of the Internet. Transactional use of the Internet includes activities such as buying products, banking, and investing online. Findings support the hypothesis that online time and adoption time positively and significantly influence the frequency of transactional use of the Internet. Theoretical and strategic implications and recommendations for future research are presented.

Applying Catholic Social Teachings To Ethical Issues In Marketing, Thomas A. Klein, Gene R. Laczniak

Marketing Faculty Research and Publications

This article updates earlier work by the authors and proposes the social teachings of the Roman Catholic Church to be an encompassing and coherent normative theory, a source of principles that address contemporary issues in marketing, especially when a manager faces ethically charged questions. The authors propose that this application of a tradition in moral theology offers a novel approach for helping resolve contemporary ethical problems in marketing. Their approach to this task pursues two paths. First, the main tenets of Catholic social teaching are presented, along with some discussion of sources. Then, some of the ethical issues associated with …

"Just" Markets From The Perspective Of Catholic Social Teaching, Nicholas J. C. Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

The "justice of markets" is intricately connected to the treatment of the poor and the disadvantaged in market economies. The increased interest of multinational corporations in low-income market segments affords, on one hand, the opportunity for a more inclusive capitalism, and on the other, the threat of greater exploitation of poor and disadvantaged consumers. This article traces the contributions of Catholic Social Teaching and its basic principles toward providing insight into what constitutes "justice" in such "marketing to the impoverished" situations.

The Nutrition Elite: Do Only The Highest Levels Of Caloric Knowledge, Obesity Knowledge, And Motivation Matter In Processing Nutrition Ad Claims And Disclosures?, J. Craig Andrews, Richard G. Netemeyer, Scot Burton

Marketing Faculty Research and Publications

This study examines the role of the highest levels of caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information in the processing of relative nutrient content claims in advertisements, such as “half the calories” or “half the fat,” for products relatively high in total calorie levels. After controlling for the impact of demographics, dietary habits, body mass index, relative ad claims and disclosures, perceived weight gain risk, and other variables, the authors find curvilinear (quadratic) effects for caloric knowledge, obesity consequences knowledge, and motivation to search for nutrition information on intent to buy an advertised, high-calorie snack …

Marketing To The Poor: An Integrative Justice Model For Engaging Impoverished Marketing Segments, Nicholas J. C. Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

The relatively recent entry of multinational corporations (MNCs) into low-income markets, particularly in developing countries, affords the opportunity for the more inclusive capitalism envisioned by globalists. Alternatively, an expansion of MNC marketing in less developed economies might foreshadow the greater exploitation of disadvantaged consumers predicted by many critics of expanded free trade. To diffuse the charge of “exploitative” marketing, it is imperative that corporate marketing efforts seeking to engage impoverished segments be grounded in a strong ethical framework. This article unveils one such framework—the “integrative justice model” (IJM). The IJM is an aspirational model that outlines how to market ethically …

Niches At The Edges: Price-Value Tradeoff, Consumer Behavior, And Marketing Strategy, Syed H. Akhter

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to examine how the perception of price-value tradeoff is related to overall satisfaction, purchase intention, word-of-mouth advertising, and actual repurchase behavior. Design/methodology/approach – Data on subscribers and single ticket buyers of a major symphony orchestra in the Midwest are used to test the hypotheses. Findings – The ANOVA results show significant differences across the three levels of price-value tradeoff in each of the response variables. Additional analyses of cross-tabulated data show that some of the bivariate relations conform to, as well as depart from, the rational consumer behavior model. Research limitations/implications – …

How Offshore Outsourcing Is Perceived: Why Do Some Consumers Feel More Threatened?, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

As globalization intensifies, multinational companies are not only compelled to expand their operations, but are also facing greater pressure to enhance productivity and concomitant return on investment (ROI). One way to achieve cost efficiencies is by offshoring selected business operations to overseas firms. Such offshoring, however, has generated public concern and, in some cases, outrage. Angst against offshoring is based on many perceptions, including perceived job losses and damage to domestic industries. In the wake of this threat, multinational firms in Europe and North America confront a public relations problem in justifying their offshoring activities. Yet, no systematic study has …

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 …

Covert Marketing Unmasked: A Legal And Regulatory Guide For Practices That Mask Marketing Messages, Ross D. Petty, J. Craig Andrews

Marketing Faculty Research and Publications

Masked marketing—one form of covert marketing—involves marketing communications that appear to be from independent third parties rather than from product marketers. This article presents a typology of masked marketing practices, illustrating whether they may be deceptive to consumers. To accomplish this, the authors apply the Federal Trade Commission’s three-part definition of deception (i.e., misleadingness, reasonable consumer, and materiality) in the evaluation of such practices. The article concludes with policy recommendations including areas for further research.

Distributive Justice: Pressing Questions, Emerging Directions, And The Promise Of Rawlsian Analysis, Gene R. Laczniak, Patrick Murphy

Marketing Faculty Research and Publications

No abstract provided.

Determinants Of International Equity Entry Mode: An Empirical Analysis, Ruth Clarke, Fernando Robles, Syed H. Akhter, Marcilio Machado

Marketing Faculty Research and Publications

This empirical paper tests hypotheses exploring the use of equity investment in international market entry by US-based firms. We first establish the respondents' use of equity or non-equity, and their international presence, and then proceed to test for determinants of investment. Using transaction cost theory and resource base theory we examine the influences of asset specificity, tacitness of strategic resources, country similarity, business similarity, environmental uncertainty and behavioral uncertainty on firm decisions to make equity investments. Six hypotheses are presented and tested on a sample of self-identified firms engaged in international business. The results for the exploratory study are significant …

Economic Globalization And Caribbean Economies: Competitive Developments, Strategic Response, And Performance, Syed H. Akhter, Paul Pounder

Marketing Faculty Research and Publications

This study examines the effects of economic globalization on competitive situations of local firms in a small economy, the strategic responses of these firms to the competitive developments, and marketing and financial performance outcomes of these strategies. Findings indicate both beneficial and deleterious effects of economic globalization on domestic competitive situations. Findings also indicate variations in strategic responses and performance outcomes of local firms. Implications are presented along with recommendations for future research.

Understanding Behavioral Sources Of Process Variation Following Enterprise System Deployment, Elliot Bendoly, Mark Cotteleer

Marketing Faculty Research and Publications

This paper extends the current understanding of the time-sensitivity of intent and usage following large-scale IT implementation. Our study focuses on perceived system misfit with organizational processes in tandem with the availability of system circumvention opportunities. Case study comparisons and controlled experiments are used to support the theoretical unpacking of organizational and technical contingencies and their relationship to shifts in user intentions and variation in work-processing tactics over time. Findings suggest that managers and users may retain strong intentions to circumvent systems in the presence of perceived task-technology misfit. The perceived ease with which this circumvention is attainable factors significantly …

Digital Piracy Of Mp3s: Consumer And Ethical Predispositions, Steven Lysonski, Srinivas Durvasula

Marketing Faculty Research and Publications

Purpose – Illegal downloading of music has become an inexorable and rampant activity particularly among college students who have been little deterred by industry legal actions. The purpose of this research is to examine the present state of downloading and how ethical orientation and attitudes towards MP3 piracy impact such activities. The paper also aims to use ethical scenarios as a way of understanding the ethical reasoning in illegal downloading.

Design/methodology/approach – Key research questions are proposed that are related to illegal downloading. A sample of 364 university students was used to examine each research question. Statistical results are reported. …

Ethics Of Marketing [Encyclopedia Entry], Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

2007 Ama Nonprofit Marketing Conference: Overview, Lisa Papania, Jamie Ressler, Nicholas J. C. Santos

Marketing Faculty Research and Publications

No abstract provided.

How Do Antitobacco Campaign Advertising And Smoking Status Affect Beliefs And Intentions? Some Similarities And Differences Between Adults And Adolescents, Andrea Heintz Tangari, Scot Burton, J. Craig Andrews, Richard G. Netemeyer

Marketing Faculty Research and Publications

This article presents two studies that examine similarities and differences with respect to how adults and adolescents process and respond to information in an antitobacco ad campaign. Study 1 examines (1) the effects of antitobacco advertising campaign measures (e.g., campaign advertisement integration, perceived strength of ad-based messages, attitude toward the ad campaign) on four key adult antismoking beliefs and (2) the influence of these campaign evaluations and beliefs on smokers’ intentions to quit smoking. Hierarchical regression results show that antismoking ad campaign reactions explain substantial additional variance in beliefs about tobacco industry deceptiveness, smoking addictiveness, harmfulness of secondhand smoke, and …

Competitive Positioning In International Logistics: Identifying A System Of Attributes Through Neural Networks And Decision Trees, Srinivas Durvasula, Steven Lysonski, Subhash Mehta

Marketing Faculty Research and Publications

Firms involved in international logistics must develop a system of service attributes that give them a way to be profitable and to satisfy customers’ needs at the same time. How customers trade-off these various attributes in forming satisfaction with competing international logistics providers has not been explored well in the literature. This study explores the ocean freight shipping sector to identify the system of attributes that maximizes customers’ satisfaction. Data were collected from shipping managers in Singapore using personal interviews to identify the chief concerns in choosing and evaluating ocean freight services. The data were then examined using neural networks …