Marketing Commons^™

Diverse Effects Of Diversity: Disaggregating Effects Of Diversity In Global Virtual Teams, Vas Taras, Daniel Baack, Dan Caprar, Douglas Dow, Fabian Froese, Alfredo Jimenez, Peter Magnusson

Marketing Faculty Publications

Global Virtual Team (GVT) member diversity provides many advantages but also poses many challenges. Diversity comes in different forms that each has different effects on GVT dynamics and performance. Past research typically explored the effect of only one type of diversity at a time. Using multi-source, multi-wave data from 5728 individuals working in 804 consulting project GVTs, the present study is unique in that it explores and compares the effects of different forms of team member diversity on different aspects of GVT effectiveness in a single sample. It proposes a refined theoretical model that differentiates between the effects of personal …

Who’S Got My Back? Comparing Consumers’ Reactions Topeer‐Provided And Firm‐Provided Customer Support, Lan Jiang, Matthew O'Hern, Sara Hanson

Marketing Faculty Publications

This study demonstrates that when an individual encounters a product‐related problem, fellow consumers (i.e., one’s peers) have a unique advantage in providing social support to the affected consumer. Specifically, we find that social support can be a dominant driver of consumer satisfaction when the risk of customer defection is at its highest (i.e., following an unsuccessful attempt to solve the consumer’s problem). Using real‐world data from an online support community, a pilot study finds that if the problem that a consumer faces goes unsolved, satisfaction is greater when consumers receive peer‐provided versus firm‐provided support. Study 1 replicates this finding in …

Multi-Brand Loyalty In Consumer Markets: A Qualitatively-Driven Mixed Methods Approach, Ghizlane Arifine, Reto Felix, Olivier Furrer

Marketing Faculty Publications

Purpose

Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and facets.

Design/methodology/approach

This study uses a sequential, qualitatively driven mixed-method design consisting of in-depth interviews and supplementary survey research.

Findings

The findings of this study suggest that mood congruence, identity enhancement, unavailability risk reduction and market competition are the most important facets that explains the two types of MBL (complementary-based and product substitutes). Furthermore, the findings …

Influence Of Country And Company Characteristics On International Business Decisions: A Review, Conceptual Model, And Propositions, Kotler Philip, Lalita A. Manrai, Dana-Nicoleta Lascu, Ajay K. Manrai

Marketing Faculty Publications

This research advances four propositions and a conceptual model of country and company characteristics influencing key International Business Decisions (IBDs). The IBDs in this study are country selection and evaluation, entry mode, segmentation-targeting-positioning, and the marketing mix – the first two in the international business domain, and the latter two in the international marketing field. The conceptual model and related four propositions are advanced, based on an extensive literature review and subsequent in-depth review of 169 published research papers on major IBDs and their determinants, namely, country characteristics, including opportunities, risks, and various distances between the host country and home …

Emotional Bonds With Technology: The Impact Of Customer Readiness On Upgrade Intention, Brand Loyalty, And Affective Commitment Through Mediation Impact Of Customer Value, Atieh Poushneh, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Drawing upon the Theory of Consumption Value, this empirical study developed a readiness-value model and examined the direct effect of customer readiness on customer value types and the mediation impact of perceived emotional and functional value toward products being used in the relationship between customer readiness and customers’ upgrade intention, customers’ loyalty intention toward the brands they are currently using and customers’ affective commitment toward their current service providers. Surveys obtained from 174 adult respondents were analyzed, and they show that customer readiness directly and significantly impacts all types of value: emotional, functional, social, monetary and epistemic. Perceived emotional value …

A Study Of Safari Tourism In Sub-Saharan Africa: An Empirical Test Of Tourism A-B-C (T-Abc) Model, Lalita A. Manrai, Dana-Nicoleta Lascu, Ajay K. Manrai

Marketing Faculty Publications

The competition for safari tourism in sub-Saharan Africa is intense. Aside from inter-country competition, there is also intra-country competition among game viewing lodges and resorts within each country. In this context, it is important to understand the strengths and weaknesses of each country for safari tourism. We empirically test the relationship between tourism performance and multiple tourism dimensions, namely, tourism Attractions (A), Basics (B), and Context (C). We test the Tourism A-B-C model (Manrai, Manrai, & Friedeborn, 2018) using data from Botswana, Kenya, Namibia, South Africa, Tanzania, Uganda, Zambia, and Zimbabwe.

The study, a first in the region, addresses tourism …

Higher Education, Robert Ping

Marketing Faculty Publications

Research on Higher Education, including promotion and tenure, and the possibility of reusing one's data for a second paper to help reduce the "time between papers." (Perhaps surprisingly, some editors do not object to reusing data, as long as new theory is being tested.) This Higher Education web page has been substantially revised and updated in its "The Jr. Faculty Corner" section. For example, the suggestions there for Revising and Resubmitting a paper and sample "Responses to the Reviewers" have been heavily edited for clarity and, utility.

(Buyer-Seller) Relationship Termination, Robert Ping

Marketing Faculty Publications

Research on responses to (business, e.g., buyer-seller) relationship problems: Relationship Exiting, Voice, Loyalty, Relationship Neglect, Opportunism, and their antecedents.

Latent Variable Interactions And Quadratics, Robert Ping

Marketing Faculty Publications

Research on interactions (XZ) and quadratics (XX) in theoretical model (hypothesis) tests using structural equation analysis (LISREL, EQS, AMOS, SIMPLIS, etc.) and real-world data. Topics include XZ and XX reliability and validity. In theory tests these are important because low reliability/validity in XZ or XX may mean that a significant interaction or quadratic will be NS or of opposite sign in its next model test. Other topics include estimating categorical (nominal) variables, and improving measures that are in serious trouble--ones with low Average Variance Extracted (AVE), or unacceptable model-to-data fit (i.e., only a 3-indicator specification fits the data, etc.)

Globalization Tropes In Films: A Focus On Crazy Rich Asians, Nikhilesh Dholakia, Deniz Atik

Marketing Faculty Publications

Learning from and encouraged by the impacts of film film-based windows into globalization phenomena, in this issue of MGDR, we have focused on the film Crazy Rich Asians. In the popular press, the movie has been hailed as a major cultural point of departure for Hollywood as well as panned as just an Asian Asian-themed romantic comedy that celebrates the super-rich of Asia. The buzz around this movie does, however, indicate a slight bend in the curve of the geopolitics of the globalization discourse – and hence our decision to feature a number of academically insightful reviews of this movie …

Theoretical Model Testing With Latent Variables, Robert Ping

Marketing Faculty Publications

Topics include improving Average Variance Extracted (AVE), estimating a latent variable with only two indicators, and speeding up the "weeding" (itemizing) of a measure so it is consistent ("fits the data"), is valid and reliable, yet has more than 3 indicators.

The Introduction Of The Philosophy Of Sufficiency Economy And Its Application To Consumer Context, Sasawan Heingraj, Suwakitti Amornpan

Marketing Faculty Publications

Thailand was one of the potential causes of the 1997 East Asian economic recession due to its lack of readiness in dealing with globalization. In fact, globalization can generate double-edged effects on a country’s economic condition. While it can mitigate global inequality and poverty, it can also be considered as the determinant of trade imbalances, income inequality, and deterioration of natural resources. In order to enhance a balanced and sustainable development at society and country level, we believe that the well-being of each individual should be taken into consideration. This article introduces the concept of Philosophy of Sufficiency Economy (PSE) …

Scenario Economic Impact & Marketing Implications For South Texas Saltwater Fishing Tournaments, Yeong Nain Chi, Marvin Lovett

Marketing Faculty Publications

The main purpose of this study is to employ scenario analysis to estimate the economic impact of the expenditures of anglers who participate in saltwater fishing tournaments in Port Isabel/South Padre Island, Texas. Secondly, this study discusses the implications for initiating, maintaining, and/or expanding marketing communications, including event marketing and event sponsorships, to promote saltwater fishing tournaments in South Texas. This study also evaluates impacts on adjacent areas, identifies potential uses for economic impact information, and provides justification for investment and support of programs related to the growing needs of saltwater recreational fisheries management. To accomplish this study, the IMPLAN …

The Brand Relationship Of Cult-Like Following: Developing Scales Of Measurement In Apple And Catholic Devotees, Yi-Chia Wu, Michael Minor

Marketing Faculty Publications

The purpose of this research aims to fill in the gap in the religion-brand relationship, and explores what constitutes a cult-like allegiance to a brand, by examining subjects’ relationship to the Apple brand, comparing survey response by subjects who were “devotees” versus “indifferents” to Catholicism and to Apple. This paper uses Ninian Smart’s (1989)“Seven Dimensions of Religion” as a theoretical framework to develop scales of measurement among Apple and Catholic devotees. The contribution of this research is the development of Catholic and Apple scales. The Catholic scale extracted three factors and the Apple scale generated four factors in CFA.

Enhancing Consumer Engagement In An Online Brand Community Via User Reputation Signals: A Multi-Method Analysis, Sara Hanson, Lan Jiang, Darren Dahl

Marketing Faculty Publications

Generating and maintaining consumers’ engagement in online brand communities is critical for marketing managers to enhance relationships and gain customer loyalty. In this research, we investigate how the type of signal used to indicate user reputation can enhance (or diminish) consumers’ community engagement. Specifically, we explore differences in perceptions of points (i.e., point accrual systems), labels (i.e., descriptive, hierarchical identification systems), and badges (i.e., descriptive, horizontally-ordered identification systems). We argue that reputation signals vary in the degree to which they can provide role clarity—the presence of user roles that deliver information about expected behaviors within a group. Across several studies, …

Society Or The Environment? Understanding How Consumers Evaluate Brand Messages About Corporate Social Responsibility Activities, Sara Hanson, Lan Jiang, Jun Ye, Nagesh Murthy

Marketing Faculty Publications

This research examines how and why consumers evaluate brand messages about corporate social responsibility (CSR) activities differently. Insights from secondary data suggest that brands may prioritize environmental activities over social activities, and vice versa, depending on the type of company. Using a field experiment and surveys, we explore whether consumers’ attitudes toward these brand decisions follow company priorities. We find that consumers perceive brands that sell goods and communicate messages about environmental sustainability activities more positively than services companies, while consumers perceive brands that provides services and communicate messages about social sustainability activities more positively than goods companies. We show …

Normas Dominantes En Las Decisiones Éticas Y Actitudes De Los Estudiantes Universitarios: Teoría Y Prueba Empírica Obtenida En México, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

Para que la fuerza laboral de un país se comporte de manera ética en el ejercicio profesional es necesario que durante su preparación educativa desarrolle una base ética sólida que le permita resolver dilemas éticos de manera correcta. Estudios previos demuestran que trabajadores no éticos usualmente fueron también estudiantes no éticos. El principal objetivo de este estudio fue conocer la orientación ética de los estudiantes universitarios en México y evaluar las diferencias de orientación entre los alumnos de postgrado y pregrado, y entre los alumnos de las carreras económico-administrativas e ingeniería. También se buscó medir las actitudes de los estudiantes …

What Do We Know About Digital Attribution?, John B. Ford

Marketing Faculty Publications

(First paragraph) Digital attribution sounds rather simple in that it involves isolating advertising tactics and assessing their impact on consumer decision making. But in a complex digital environment, advertisers must navigate through a variety of consumer platforms and touch points to find the optimal vehicles and mechanisms to cost effectively have an impact on consumer choice. And, on each research occasion, the process has to be all but reinvented.

Strategic Customer Engagement Marketing: A Decision Making Framework, Agarzelim Alvarez-Milán, Reto Felix, Philipp A. Rauschnabel, Christian Hinsch

Marketing Faculty Publications

Drawing on social exchange theory (SET), this research explores customer engagement (CE) as a firm-initiated resource. Based on interviews with 41 managers from 34 companies, a five-facet, strategic customer engagement marketing (CEM) decision making framework emerges. CE Conceptualization differentiates between behavioral and psychological engagement. CE Target refers to who is engaged with the firm through CE (end-users or intermediaries such as retailers or distributors). CE Domain distinguishes between online and offline contexts. CE Experiential Routes differentiates absorption (controlled by the firm) from appropriation (controlled or transformed by the customer). Finally, CE Value demarcates customer interactional value from customer multiplier value. …

What Do We Know About Sports Sponsorships?, John B. Ford

Marketing Faculty Publications

(First paragraph) There is little doubt that a tie-in between a brand and a special event can be quite lucrative. Although past research often has shown that advertising typicality (how well an advertisement is seen to be representative of a particular product category) creates positive advertising effects, there are no known studies that have examined the level of typicality with respect to sporting events in particular.

What Do We Know About In-Store Marketing?, John B. Ford

Marketing Faculty Publications

(First paragraph) Amazon has shocked the retailing world with its sophisticated data-analysis mechanisms, which examine every customer interaction and, in turn, create optimal changes in its marketing mix. The path to purchase will never be the same.

Consumers As Legitimating Agents: How Consumer-Citizens Challenge Marketer Legitimacy On Social Media, Ella Lillqvist, Johanna K. Moisander, A. Fuat Firat

Marketing Faculty Publications

Previous research has shown that consumers increasingly challenge the legitimacy of marketers and unsolicited marketing communication in online contexts. Based on a qualitative study, this article examines how and for what reasons consumers challenge marketer legitimacy—the perceived appropriateness of marketers and their activities—in the empirical context of Reddit, a popular social news and community website. The study suggests that consumers challenge or accept marketer legitimacy in online communities based on particular, community and situation specific, legitimacy criteria that reflect and reproduce the values and norms of the community. In doing so, it is argued, consumers play a role as …

Consumer Propensity To Adopt Illicit Goods: Theory, Methods, And Results, Sergio Enrique Robles-Avila, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

The purpose of this study is to examine consumer propensity to adopt illicit goods. The adoption of illicit goods is a worldwide problem that undermines legitimate markets, funds criminal organizations, and harms the most vulnerable in society. International organizations, such as World Economic Forum, have called for the study of the demand of illicit products. Research is crucial to understanding the demand for these products and can contribute to public policy addressing this issue. This research uses two theoretical frameworks: The Theory of Planned Behavior and the Theory of Marketing Ethics. Using the Theory of Planned Behavior, research results suggest …

Friends With Benefits: Social Coupons As A Strategy To Enhance Customers’ Social Empowerment, Sara Hanson, Hong Yuan

Marketing Faculty Publications

Businesses often seek to leverage customers’ social networks to acquire new customers and stimulate word-of-mouth recommendations. While customers make brand recommendations for various reasons (e.g., incentives, reputation enhancement), they are also motivated by a desire for social empowerment—to feel an impact on others. In several multi-method studies, we show that facilitating sharing of social coupons (i.e., coupon sets that include one for self-use and one to be shared) is a unique marketing strategy that facilitates social empowerment. Firms benefit from social coupons because customers who share spend more and report greater purchase intentions than those who do not. Furthermore, we …

Buying Unicorns: The Impact Of Consumer-To-Consumer Branded Buy/Sell/Trade Communities On Traditional Retail Buying Behavior, Catherine Armstrong Soule, Sara Hanson

Marketing Faculty Publications

Branded buy/sell/trade (BBST) is a consumer-to-consumer (C2C) selling phenomenon that is both massive in scale and meaningful in its impact on consumer behavior and the traditional retailing landscape. Consumers buy, sell, and trade one focal brand’s products in these social media-hosted, consumer-initiated communities. This article introduces the phenomenon, differentiates it from other forms of C2C exchange, and explores relationships between members and the brand. Although brands may view these activities as a potential threat to retail sales, the effects are more complex and paradoxical. The authors present data collected from Facebook, in-depth interviews, and a survey. Findings suggest that buyer-sellers …

Should Cookie Monster Adopt A Healthy Lifestyle Or Continue To Indulge? Insights Into Brand Icons, Altaf Merchant, Kathryn A. Latour, John B. Ford, Michael S. Latour

Marketing Faculty Publications

Developing a brand icon has been a way for marketers to humanize and forge relationships with consumers. Icon development takes time. During this time, marketers have to face how much they stay true and consistent with their icons and how much they allow their icons to adapt to cultural changes in the marketplace. Little is known about how consumers respond to changing icons, and even less is known about whether there may be certain consumer groups that are more or less receptive to such changes. Four experiments and qualitative interviews were undertaken to gain insights into these issues. People who …

What Do We Know About Celebrity Endorsement In Advertising?, John B. Ford

Marketing Faculty Publications

An introduction is presented in which editor discusses various articles within issue on topics including source-credibility theory and its impact on brand performance for celebrity endorsements, celebrity in advertising can influence consumer perceptions and market value of celebrity endorsement.

Examining The Role Of Sales-Based Crm Technology And Social Media Use On Post-Sale Service Behaviors In India, Raj Agnihotri, Kevin J. Trainor, Omar S. Itani, Michael Rodriguez

Marketing Faculty Publications

Despite the growing recognition of the critical role of post-sale service on the salesperson-customer relationship, few studies have explored how salesperson service behaviors (SSB) are enhanced through tools such as sales-based customer relationship management (CRM) technology and social media. Using dyadic salesperson-customer data within a business-to-business context, this study analyzes the direct effects of sales-based CRM technology on the behaviors of diligence, information communication, inducements, empathy and sportsmanship. Additionally, the study examines the interactive effects of sales-based CRM technology and social media on these behaviors. The results indicate that sales-based CRM technology has a positive influence on SSBs and that …

How Do Consumers Adopt Imported Products In An Era Of Product Overcrowding?, Miguel Sahagun, Arturo Z. Vasquez-Parraga

Marketing Faculty Publications

When individuals decide to adopt imported products, they associate these products with one or more places. Thus, consumers are likely to think about the new cultures, ideas, and behaviors associated with these places. When adopting imported products some consumers seek some type of novelty without altering existing decisional and/or behavioral structures whereas other consumers seek novelty to create new consumption situations. Nonetheless, current research has failed to explain how determinant the influence of the product’s place and the process of adopting this product are on consumer’s purchase intention. Therefore, this research analyzes: 1) the influence of the product’s place market …

Social Media Use In B2b Sales And Its Impact On Competitive Intelligence Collection And Adaptive Selling: Examining The Role Of Learning Orientation As An Enabler, Omar S. Itani, Raj Agnihotri, Rebecca Dingus

Marketing Faculty Publications

Highlights

• Findings of the study suggest that social media is one way to enhance sales performance, but its use alone does not guarantee such enhancement.

• Social media use will affect performance of salespeople through affecting their competitive intelligence collection and adaptive selling.

• Perceived usefulness of social media was not significantly related to salesperson social media use.

• Results support linking collection of competitive intelligence to a salesperson’s adaptive selling behavior.

Abstract

This paper examines the use of social media by business-to-business (B2B) salespeople to assist in their job functions. The authors propose that a salesperson's attitude toward social media usefulness, as …