Event marketing, movie consumers' willingness and box office revenue

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Lei Sun ◽  
Xin Zhai ◽  
Huiqin Yang
Keyword(s):  
Least Squares Method ◽  
Generalized Least Squares ◽  
Marketing Strategies ◽  
Mediating Effect ◽  
Future Research ◽  
Content Type ◽  
Event Marketing ◽  
Box Office ◽  
The Cost ◽  
The Relationship

PurposeThis research investigates the impacts of movie consumers' willingness, measured by the number of people who want to watch a movie, on the relationship between event marketing and box office revenue. This study aims to provide marketers with practical event marketing strategies and tactics to improve box office revenue.Design/methodology/approachPanel data was collected for 1,141 movies released in China from year 2014–2018 for a total of 12 weeks, spanning 4 weeks before and 8 weeks after release. The mediating effect of consumers' willingness on the relationship between event marketing and box office revenue was tested through a stepwise method and the generalized least squares method based on random effects.FindingsMovie consumers' willingness mediates the effect of event marketing and box office revenue. Both movie consumers' willingness and box office revenue follow an inverted U-shaped distribution against the intensity of event marketing. From the second week before release to the first week after release, intensified event marketing enhances box office revenue. Various types and intensities of event marketing should be employed in different periods of time to increase the total box office revenue.Research limitations/implicationsThis research ignores the costs of various types of event marketing for different movies. Future research could consider the cost-effectiveness of event marketing.Practical implicationsThe findings of this paper provide meaningful insights on event marketing strategies for practitioners.Originality/valueThis study contributes to the field by verifying movie consumers' willingness as a mediator between event marketing and box office revenue. The study also provides empirical evidences on effective types and reasonable intensities of event marketing over the whole lifecycle of movies.

Attitude: mediator of subjective norm, religiosity and intention to adopt Islamic banking

2019 ◽  
Vol 11 (1) ◽  
pp. 81-96 ◽  
Author(s):  
Juma Bananuka ◽  
Musa Kasera ◽  
Grace Muganga Najjemba ◽  
Doreen Musimenta ◽  
Bob Ssekiziyivu ◽  
...  
Keyword(s):  
Methodological Approach ◽  
Subjective Norm ◽  
Mediating Effect ◽  
Mediation Effect ◽  
Future Research ◽  
Islamic Banking ◽  
Content Type ◽  
Intention To Adopt ◽  
The Relationship ◽  
Secular State

Purpose The purpose of this paper is to report on the results of a study carried out to examine the mediating effect of attitude in the relationship between subjective norm, religiosity and intention to adopt Islamic banking in a developing secular state like Uganda. Design/methodology/approach This study’ research design was cross sectional. Closed ended questionnaires were distributed to 258 managers of micro businesses in Uganda. Data were analyzed with the help of SPSS v22 and MedGraph program (Excel version). Findings Attitude is a significant mediator in the relationship between subjective norm and intention to adopt Islamic banking. Also, attitude significantly mediates the relationship between religiosity and intention to adopt Islamic banking. Research limitations/implications The study used only a single research methodological approach; therefore, future research could be undertaken using a mixed-methods approach. Practical implications Emphasis should be put on improving the mindsets of Ugandans toward Islamic banking. Originality/value While there has been a number of studies on Islamic banking, this study provides an initial empirical evidence on the mediation effect of attitude in the relationship between subjective norm, religiosity and intention to adopt Islamic banking in a single study in an African developing secular state like Uganda.

The effect of talent management and human capital on sustainable business performance: an empirical investigation in Malaysian hospitals

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nagwan Abdulwahab AlQershi ◽  
Ramayah Thurasamy ◽  
Gamal Abdualmajed Ali ◽  
Hussein Abu Al-Rejal ◽  
Amr Al-Ganad ◽  
...  
Keyword(s):  
Human Capital ◽  
Structural Equation ◽  
Business Performance ◽  
Talent Management ◽  
Mediating Effect ◽  
Future Research ◽  
Sustainable Business ◽  
Content Type ◽  
The Relationship ◽  
Practical Implications

Purpose This paper aims to examine the mediating role of human capital on the talent management in hospitals’ sustainable business performance in the health-care sector of Malaysia. Design/methodology/approach The study used a quantitative approach, with an initial sample of 174 Malaysian hospitals. The theoretical framework was based on previous studies of talent management (TM), human capital (HC) and sustainable business performance (SBP). Partial least squares-structural equation modelling (PLS-SEM) was used to test the study’s hypotheses. Findings Talent management mindset (TMM), but not talent management strategy (TMS), has a significant relationship with HC and SBP. HC has a significant direct relationship with SBP, and also mediates the relationship between TMM and SBP but not between TMS and SBP. Research limitations/implications This work is one of a limited number of studies to empirically address TM, HC and SBP in this context. The study is limited to Malaysian hospitals. It provides theoretical contributions by broadening the knowledge of HC, TM and the multifocal perspective of hospitals’ SBP, a relevant but underexplored issue, offering several avenues for future research. Practical implications The findings have beneficial practical implications for both policy makers and managers. First, focusing on talented people will directly improve sustainable performance in the Malaysian health sector. The findings also have important theoretical implications both for Malaysia and countries in similar situations. The study will serve as a reference point for such countries in trying to understand factors influencing SBP. Originality/value This is the first study to examine the mediating effect of HC on the relationship between talent management and hospitals’ sustainable business performance in Malaysia, or worldwide.

The effect of novelty on travel intention: the mediating effect of brand equity and travel motivation

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Yucheng Zhang ◽  
Jing Li ◽  
Chih-Hsing Liu ◽  
Yimo Shen ◽  
Guiquan Li
Keyword(s):  
Intrinsic Motivation ◽  
Brand Equity ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Future Research ◽  
Content Type ◽  
The Relationship ◽  
Night Markets ◽  
Research Studies

PurposeResearch on the relationship between novelty and travel intention is lacking. This study attempts to fill this gap by developing a theoretical model to explain how novelty influences travel intention through two mediating paths: brand equity and tourist motivation.Design/methodology/approachIn this study, data were collected from 466 foreign visitors to Taiwanese night markets. To test the model, the authors applied structural equation modeling (SEM) to identify the critical attributes that predicted foreign tourists' travel intentions.FindingsThe SEM analysis indicated that novelty in tourism management was related to brand equity and intrinsic motivation, which increased foreign tourists' travel intentions and offered advantages for highly competitive, high-density night markets in Taiwan. In addition, brand equity was an important mediator that connected novelty and tourists' travel intentions. Finally, novelty indirectly affected travel intention and intrinsic motivation through brand equity.Research limitations/implicationsThere may exist potential moderators in the relationships among the brand equity and travel intention categories. Future research studies could explore whether any moderators influence the relationship mechanisms examined in this study.Originality/valueThis research expands on previous research studies that have focused on the value of travel intention. Furthermore, the study uses brand equity theory (BET) and the theory of planned behavior (TPB) to examine the mediating effect of intrinsic motivation on the relationship between novelty and travel intention.

Less is more: the role of frugality in the Malaysian hotel industry

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nur Zulaikha Mohamed Sadom ◽  
Farzana Quoquab ◽  
Jihad Mohammad ◽  
Nazimah Hussin
Keyword(s):  
Hotel Industry ◽  
Tourism Industry ◽  
Marketing Strategies ◽  
Partial Least Square ◽  
Mediating Effect ◽  
Green Marketing ◽  
Social Implications ◽  
Content Type ◽  
Less Is More ◽  
The Relationship

Purpose The environmental impact of excessive use of natural resources such as energy and water in the tourism industry has increased significantly. Thus, it is crucial to investigate the notion of frugality in this industry. Particularly, this study aims to examine the effect of green marketing strategies (eco-labelling and environmental advertising) and hotel guests’ green attitude towards frugality in the context of the Malaysian hotel industry. Furthermore, the mediating effect of green attitude is also examined. Design/methodology/approach Stimulus-organism-response theory was used to develop the research framework. The data were collected via a self-administered survey questionnaire, which yielded 150 complete and usable responses. A partial least square-structural equation modelling approach was used to validate the proposed model. Findings The results of this study revealed that environmental advertising and eco-labelling, directly and indirectly, affect frugality. Moreover, the link between green attitude and frugality also was supported. Furthermore, data supported the mediating effect of green attitude in the relationship between green marketing strategies and frugality. Practical implications The findings from this study can benefit hoteliers who are targeting frugal and environmentally conscious consumers. Moreover, the hoteliers will be able to understand the drivers of frugality in the tourism industry. It can assist them to formulate better marketing strategies in attracting and retaining frugal consumers. Social implications The findings from this study offer a number of important social implications for society, the local government and the city and tourism council. Particularly, understanding the strategies towards frugality can pave the way towards the formation of a “less consumption” community. Moreover, it will serve as the guideline for designing the green and sustainability campaign for the nation. Originality/value This study is among the pioneers to investigate the issue pertaining to frugality in the tourism industry context. This study examines new linkages such as the indirect effect of green marketing strategies towards frugality. Moreover, the mediating effect of green attitude in the relationship between green marketing strategies (eco-labelling and environmental advertising) and frugality is comparatively a new link.

When others show off my brand: self-brand association and conspicuous consumption

2019 ◽  
Vol 32 (6) ◽  
pp. 1214-1225 ◽  
Author(s):  
Jie Li ◽  
Shuojia Guo ◽  
Jonathan Z. Zhang ◽  
Liben Sun
Keyword(s):  
Social Class ◽  
Brand Management ◽  
Conspicuous Consumption ◽  
Mediating Effect ◽  
Future Research ◽  
Luxury Brands ◽  
Luxury Consumption ◽  
Content Type ◽  
Brand Association ◽  
The Relationship

Purpose The purpose of this paper is to investigate the effect of conspicuous consumption on brand attitudes in the context of luxury brands market in China. Design/methodology/approach Two studies are conducted to test three hypotheses. In Study 1, the authors examine the mediating effect of self-brand association (SBA) on the relationship between social class and conspicuous consumption (H1 and H2); In Study 2, the authors examine the effect of observing others’ conspicuous consumption on the observer’s SBA (H3). Findings Results show that SBA negatively mediates the relationship between social class and conspicuous consumption. Moreover, the negative effect on SBA of observing conspicuous brand usage varies by social class. Research limitations/implications The current study focused on the principal linkage between social class, SBA and conspicuousness, and future research could examine the influence of different personality traits on luxury consumption or the existence of sub-types or variants of conspicuous brand users. Originality/value The present study has important implications for luxury brand management, and provides rich insights to consumers’ motivations that lead to distinctive luxury consumption behaviors.

Antecedents of green consumption: a scale of measure

2018 ◽  
Vol 35 (4) ◽  
pp. 414-425 ◽  
Author(s):  
Sinove Marde ◽  
Claire Verite-Masserot
Keyword(s):  
Environmentally Friendly ◽  
Marketing Strategies ◽  
Dimensional Structure ◽  
Future Research ◽  
Content Type ◽  
Green Consumption ◽  
Product Categories ◽  
Two Samples ◽  
The Relationship

Purpose This paper aims to provide a scale of measure that is based on the antecedents of environmentally friendly consumption, which will measure multifaceted profiles and apply to several product categories over the long term. Design/methodology/approach The list of antecedents is derived from the literature and a qualitative study. Exploratory and confirmatory analyses using two samples of respondents are conducted to validate the scale. Findings The results suggest the use of a scale with three multi-dimensional facets when examining the antecedents of environmentally friendly consumption. The first facet is called “barriers to purchase” and has a four-dimensional structure; the second facet is called the “relationship with the product” and has a two-dimensional structure; and the third facet is called the “propensity to consume environmentally friendly products” and has a four-dimensional structure. Research limitations/implications Future research should seek to test and confirm the version of the global tool of measure proposed in this study. Practical implications Firms can use the tool to better understand the reasons to buy or not buy green products. They can now have multifaceted profiles to better comprehend environmentally aware consumption and to adapt their marketing strategies. Originality/value The tool of measure proposed here highlights the predictive indicators of green consumption based on its antecedents. Because these antecedents can differ not only in their nature but also in their intensity, combining them to develop a global tool is necessary.

Reducing the intention-to-behaviour gap for locally produced foods purchasing

2016 ◽  
Vol 44 (5) ◽  
pp. 508-523 ◽  
Author(s):  
Jeffrey M. Campbell ◽  
Ann E. Fairhurst
Keyword(s):  
Survey Methodology ◽  
Structural Equations ◽  
Grocery Store ◽  
Mediating Effect ◽  
Future Research ◽  
Grocery Shopping ◽  
Content Type ◽  
Retail Grocery ◽  
Relationship Of ◽  
The Relationship

Purpose – The study regarding retail grocery considers the mediating effect of store atmospheric responsiveness (SAR) on the relationship of purchase intentions (PI) and extent of purchase (EP) for locally produced foods as well as potential moderators of trust and price consciousness (PC). The paper aims to discuss these issues. Design/methodology/approach – The study used survey methodology of 755 grocery store shoppers for locally produced foods and structural equations modelling to test proposed relationships. Findings – A significant positive relationship between PI and EP for locally produced foods exists and that SAR mediated the relationship. Trust was found to moderate the relationship of PI and EP, while PC moderated the SAR to EP. Research limitations/implications – The use of a survey methodology which may lack generalizability. Customers may report desired vs actual intentions or behaviours, and the sample included a large majority of female and Caucasian shoppers. The framework can serve as a guide for future research on store atmospherics in retail grocery. Practical implications – In-store atmospheric factors are important to customer PI and their EP behaviours for locally produced foods. Trust of store and PC are also important. Results may aid managers in determining appropriate in-store “atmospheric” variables to help support customer decision making as they grocery shop. Originality/value – This paper adds value to the literature by considering the role of the store environment on behavioural outcomes like EP of locally produced foods and adds a unique perspective by creating a combined assessment of store atmospherics and individual consumer traits in the grocery shopping domain.

Relational flexibility norms and relationship-building capabilities as a mediating mechanism in export performance: insights from exporting SMEs in an emerging economy, Peru

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oscar Malca ◽  
Jean Pierre Bolaños ◽  
Francisco J. Acedo ◽  
Jorge Luis Rubio Donet ◽  
Jesus Peña-Vinces
Keyword(s):  
Positive Impact ◽  
Export Performance ◽  
Mediating Effect ◽  
Relationship Building ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type ◽  
Coordination Costs ◽  
Relational Flexibility ◽  
The Relationship

PurposeThe purpose of this study is to analyse the mediating and moderating effects of relational flexibility norms on relationship building capacities and export performance.Design/methodology/approachThe study followed a quantitative and cross-sectional approach. The analysis was applied to 95 Peruvian Exporting SMEs which were examined through structural equation modelling (SEM) using AMOS 24.0 statistical package. The responses were gathered through telephone and personal interviews which were tested using the Mann–Whitney U test, finding no statistically significant differences.FindingsThe main finding of the study is to demonstrate the indirect effect of relational flexibility norms on the export performance of SMEs through relationship-building capabilities. In this way, these capabilities become very important variables in the export management of SMEs, since they directly affect the relationship of the Exporter–Importer dyad.Research limitations/implicationsOne of the limitations is the cross-sectional type study that applies to the short-term effects of relational norms. Organizational characteristics and other factors that may affect export performance should also be considered in future research, as well as longitudinal studies should be developed.Practical implicationsThe study allows SMEs to focus management efforts on strengthening the relationship – building capabilities, which are very important given SMEs' resource constraints. Therefore, an adequate management of relations with importers can contribute to the reduction of control and coordination costs; and have a positive impact on export performance. Similarly, the study contributes to the management of export promotion by suggesting that one area to be prioritized is the strengthening of the relationship capacities of exporting SMEs.Originality/valueThe study provides the analysis of the mediating effect of the relationship-building capability between relational flexibility and export performance. In this way, it enriches the theoretical analysis and contributes with the empirical evidence of an emerging country like the case of Peru.

The study of export intermediary performance determinants

2016 ◽  
Vol 24 (2) ◽  
pp. 123-143 ◽  
Author(s):  
Pornlapas Suwannarat
Keyword(s):  
Transaction Costs ◽  
Export Promotion ◽  
Least Square ◽  
Mediating Effect ◽  
Added Value ◽  
Future Research ◽  
Content Type ◽  
Organisational Form ◽  
Performance Determinants ◽  
The Relationship

Purpose This paper aims to study the direct and indirect influence of three important intangible resources: export knowledge, negotiation skills and specialisation and trustworthiness on export intermediary performance via the competence to reduce clients’ transaction costs. Design/methodology/approach The study has been provided with the official database of export intermediary firms by the Department of Export Promotion, Ministry of Commerce, Thailand. The samples of 400 export intermediary firms were identified from the 1,486 population firms. The postal questionnaires were sent to sample firms. Ordinary least square regression analysis has been adopted to test the hypotheses of the study. Findings The results indicate that valuable resources of export knowledge, negotiation skills and specialisation and trustworthiness significantly and positively affect both export intermediary performance and the competence to reduce clients’ transaction costs. The competence to reduce clients’ transaction costs partially mediates the relationship between resources and export intermediary performance. Research limitations/implications A “cost-based” perspective needs to be supplemented in future research with a more behavioural approach. Practical implications Export intermediaries must be able to deliver “true added value” to remain a viable organisational form, hence, the intermediaries need ceaselessly to acquire, utilise and develop resources and capabilities in reducing clients’ export-related transaction costs. Social implications From a public policy perspective, gaining more knowledge about the role of export intermediaries can greatly facilitate the export promotion efforts in which most nations’ governments are involved. Originality/value This study is a first attempt to study the mediating effect of the competence to reduce transaction costs, which mediates the relationship between resources and performance of export intermediary.

Can training promote employee organizational commitment? The effect of employability and expectation value

2014 ◽  
Vol 5 (2) ◽  
pp. 162-186 ◽  
Author(s):  
Ling Ling ◽  
Tao Qing ◽  
Peng Shen
Keyword(s):  
Organizational Commitment ◽  
Longitudinal Research ◽  
Mediating Effect ◽  
Self Report ◽  
Future Research ◽  
Common Source ◽  
Content Type ◽  
Expectation Value ◽  
The Relationship

Purpose – This paper aims to provide theoretical analysis and empirical study on the relationship between training and organizational commitment; analyze the mediating role of employability and the moderating role of expectation value in their relationship; and draw from both of these to suggest practical implications to organizations aiming to effectively train and retain employees, and for employees themselves. Design/methodology/approach – First, the paper reviews the literature regarding training, employability, organizational commitment and expectation value. Second, it develops a theoretical model linking training, employability, organizational commitment and expectation value, and proposes a series of research hypotheses. Third, drawing on samples of 405 Chinese employees, it tests hypotheses based on a series of measurement and statistical analyses. Last, it discusses the analysis results and puts forward related suggestions for management practice. Findings – The paper tests and verifies the applicability of Western training and employability scales in China from a self-perception perspective. Training is positively related to organizational commitment and employability. Further, employability partly mediates the relationship between training and organizational commitment, and expectation value moderates the relationship between employability and organizational commitment. Research limitations/implications – First, the cross-sectional design prevents the making of causal statements. Future research should adopt an experimental (quasi experimental) research method or longitudinal research to study the casual relationship between variables. Second, data are from employees’ self-report, giving rise to concern about possible common source bias. Future research should allow supervisors to rate employees’ employability or provide evaluation of employees’ expectation value to collect multi-source data. Originality/value – The paper first introduces Western scales of training and employability into a Chinese context, and then tests and verifies the two scales' applicability in China. To explain the action mechanism of training to the employee – organizational commitment in a boundaryless career, the paper constructs a moderate mediation model to test the direct effect of training on organizational commitment, the mediating effect of employability and the moderating effect of expectation value. This study complements past research by investigating both the mediating and moderating mechanisms in training organizational commitment.

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