Food advertising as a mirror of intercultural differences: the case of the UK and Greece

2015 ◽  
Vol 117 (4) ◽  
pp. 1256-1272 ◽  
Author(s):  
Andriani Theocharous
Keyword(s):  
Interdisciplinary Approach ◽  
Product Category ◽  
Food Products ◽  
Three Dimensions ◽  
Communication Style ◽  
Content Type ◽  
Cultural Traditions ◽  
Cultural Preferences ◽  
The Uk ◽  
Entertainment Value

Purpose – The purpose of this paper is to identify cultural preferences in advertising style in the UK and Greece through the comparison of advertisements for food products of local brands. Design/methodology/approach – In total, 39 advertisements were collected from local food magazines in 2012-2013. Each copy was content-analyzed based on three dimensions of advertising style: advertising forms, appeals, and verbal communication style. Findings – The analysis of the copies shows a tendency for Greek advertisements to adopt a forceful style and to convey an abundance of factual information in direct forms, combined with emotional appeals emphasizing local origin, nostalgia, and long-standing cultural traditions. On the contrary, UK copies tend to emphasize the entertainment value of advertisements, while communicating rational appeals in an informal register. Research limitations/implications – The variations in advertising style for the promotion of food products in the UK and Greece reflect the different ways in which advertising works, and potential differences in consumers’ decision making when it comes to the purchase of the products. The findings could have relevance for the design and transcreation of multinational food campaigns, and they could facilitate the development of research questions to be addressed in food marketing and advertising and consumer behaviour research. Originality/value – The study adopts an interdisciplinary approach to the analysis of the copies and the interpretation of findings, which draws on marketing and advertising and integrates a linguistic analysis of the text. By focusing on a particular product category and origin, it attempts to comprehensively account for their effect on advertising practices.

The impacts of comparative ads used by retailers to compare their store brands with national brands

2020 ◽  
Vol 49 (1) ◽  
pp. 1-22
Author(s):  
Jérôme Lacoeuilhe ◽  
Didier Louis ◽  
Cindy Lombart ◽  
Blandine Labbé-Pinlon
Keyword(s):  
Purchase Intention ◽  
Product Category ◽  
Food Products ◽  
Store Brand ◽  
Convenience Sample ◽  
Comparative Advertising ◽  
Content Type ◽  
Price Consciousness ◽  
Comparative Ads ◽  
The Impact

PurposeThe research aim is to investigate the impacts of comparative ads used by retailers to compare the prices of their store brand (SB) products with those of equivalent national brand (NB) products. More specifically, this research examines if consumers perceive retailers as legitimate when they use comparative ads to compare the prices of their SB products to those of equivalent NB products, and how effective are these comparative ads in terms of actual purchases. This research also explores for which SB type (economy, standard or premium) and consumers are comparative ads most effective.Design/methodology/approachThis research investigates consumers' reactions to comparative ads used by retailers to compare the prices of their SB products with those of similar NB products through an experiment within a store laboratory. A between-subject design has been used. The participants of the first/second/third group (n1 = 93/n2 = 92/n3 = 91) were exposed to ads comparing the prices of retailer's economy/standard/premium SB food products with their equivalent NB food products, in the same product category. The participants of each group carried out a shopping trip in the store laboratory.FindingsConsumers consider retailers legitimate when they use comparative ads. This favourable evaluation improves their attitude towards these ads. However, the impact of retailers' legitimacy of (1) means, (2) objectives and (3) historical legitimacy on consumers' attitude towards comparative ads depends on the SB type (economy, standard and premium). By contrast, comparative ads are effective in terms of consumers' attitude towards these ads and towards SBs, along with purchase intention and actual purchases of these brands, whatever the SB type. Lastly, this research highlights that comparative ads for SBs are mainly directed at consumers with high levels of price consciousness and resistance to NBs.Research limitations/implicationsThis research only tested the impact of direct comparative advertising and an extrinsic attribute (price). The research experiment was conducted on a convenience sample, which limits its external validity.Practical implicationsThis research encourages retailers to use comparative advertising for their SBs (economy, standard and premium) for several reasons. First, this study suggests that comparative advertising is an effective tool for retailers to shape or improve consumers' attitude towards SBs, via their attitude towards comparative ads. Second, this research proposes that comparative advertising contrasting the prices of SB products with those of NB products could increase retailers' in-store sales of their SBs. Lastly, this research underlines that comparative advertising is particularly effective for consumers with high levels of price consciousness and resistance to NBs.Originality/valueThis research supplements previous research in the field of SBs and comparative advertising. Previous research on comparative advertising has examined NBs exclusively (Dianoux et al., 2013; Beard, 2018). Comparisons between SBs and NBs are lacking. This research thus validates the use of this specific form of communication for SBs, given the paucity of studies of the effects of the use of mass media communication on SBs (Nenycz-Thiel and Romaniuk, 2014; Gendel-Guterman and Levy, 2017).

scholarly journals The influence of a country’s brands and industry on its image

2020 ◽  
Vol 55 (1) ◽  
pp. 27-62
Author(s):  
Carmen Lopez ◽  
George Balabanis
Keyword(s):  
Experimental Studies ◽  
Place Branding ◽  
Product Category ◽  
Schema Theory ◽  
Experimental Methodology ◽  
Cross Sectional ◽  
Economic Dimension ◽  
Content Type ◽  
The Uk

Purpose Extant research has largely treated country image (CI) as an exogenous variable, focusing mostly on its consequences for consumers’ evaluations and purchases of products or brands originating from a country. Scant research has examined the instrumental role of a country’s brands and products in the evaluations of CI. This study aims to investigate how the brands of a country contribute to CI ratings and the conditions underlying their effect on CI. Design/methodology/approach Three experimental studies test the hypotheses, one pertaining to the effect of brands on CI (N = 227), the second to the effect of products on CI (N = 116) and the third to the effect of brands and products on industry image (N = 215). The experimental approach overcomes the limitations of cross-sectional surveys commonly used in CI studies to detect the direction of the observed effects. Furthermore, respondents (British consumers) were allowed to determine the brands and products associated with a country. Findings Drawing on memory schema theory, across three studies, the authors identify two types of reverse inferences: from brand to CI and from product category to CI. The reverse inference from a brand to a superordinate image is stronger for industry image than for CI. Research limitations/implications This research focuses on consumers’ evaluations from only one country (the UK). Further research could replicate the studies across different countries and with different countries of origin (COOs). Researchers could also examine the influence of brands misidentified with the wrong COO and mistakenly stored as such in consumers’ memories. Practical implications The results are relevant for managers and consultants working with country- (place-) branding campaigns. Brands and industries can help strengthen the evaluations of the economic dimension of different countries; however, these assets are underdeveloped in country-branding campaigns. Linking countries with brands and industries in campaigns could result in positive associations, which, in turn, could enhance the reputational rating of the countries. Originality/value This research extends previous studies on the effects of a country’s products and brands on CI by incorporating the mediating role of industry image between brands/products and CI, separating the effects of brand and product category on CI, allowing consumers to determine, which brands and products are associated with a country and adopting an experimental methodology to ascertain the causal direction of the effects.

Lower alcohol wines in the UK market: some baseline consumer behaviour metrics

2014 ◽  
Vol 116 (7) ◽  
pp. 1143-1161 ◽  
Author(s):  
Johan Bruwer ◽  
Vladimir Jiranek ◽  
Lulie Halstead ◽  
Anthony Saliba
Keyword(s):  
Low Income ◽  
Online Survey ◽  
Consumer Behaviour ◽  
Product Category ◽  
Research Information ◽  
Content Type ◽  
Lower Alcohol ◽  
Research Questions ◽  
Profile Characteristics ◽  
The Uk

Purpose – The purpose of this paper is to provide clearer insights into and identify the key consumer behaviour metrics of the lower alcohol category (<11 per cent ABV) in the UK wine market. Design/methodology/approach – Data were collected via an online survey from a sample size of 598 regular UK wine drinkers. To operationalise the study, five research questions were formulated. A highly structured quantitatively directed questionnaire was designed to find the answers to the research questions. Findings – Barriers to a larger uptake of the product category included non-availability of the products, lower quality perceptions, taste issues, lack of awareness, lack of alcohol's “feel effect” and absence of a lower alcohol drinking occasion. Many UK consumers are not yet convinced how/if lower alcohol wine fits into their wine drinking occasions. The lower ABV wine buyer's main profile characteristics are weighted towards females, Millennial and Baby Boomer age generations, mostly mid to low income, who drink mainly white and rosé wines. Lower alcohol on its own is not seen as a big benefit, thus lower ABV wines should be more creatively communicated to sell the benefits. Originality/value – This study contributes to the knowledge base in that it is the first to investigate consumer behaviour metrics as regards lower ABV wine in one of the world's leading markets, in the process providing some important baseline research information on this category. As such it is of value to academic researchers and practitioners alike.

scholarly journals Elite connectivity and concerted action in French organization

2014 ◽  
Vol 22 (4) ◽  
pp. 449-469 ◽  
Author(s):  
Mairi Maclean ◽  
Charles Harvey
Keyword(s):  
Significant Proportion ◽  
Top Management Teams ◽  
Three Dimensions ◽  
Future Research ◽  
Concerted Action ◽  
Ruling Elite ◽  
Content Type ◽  
Building Relationships ◽  
Business Elite ◽  
The Uk

Purpose – The purpose of this study is to explore some of the distinctive features of organizing and organization in France which set it apart from organization in other nations, and which are fundamental to its modus operandi. In particular, this article is concerned with elite connectivity and concerted action by elite “connectors”. Design/methodology/approach – The research underpinning this article stems from a cross-national comparative project on business elites and corporate governance in France and the UK. This has three dimensions, being quantitative, qualitative and case study-based. Concerted action by the ruling elite is explored through two illustrative vignettes: the ousting from office of Jean-Marie Messier and State-sponsored expansion as pursued by EDF. Both examples shed light on the French business elite’s response to globalization and the development of international business. Findings – The paper finds elite cohesion to be achieved quite differently in the two countries. In addition, it finds that the ties that bind French connectors tend to be strong and institutionally based. Practical implications – The case of EDF suggests that the most ambitious of State-sponsored strategies can also be the most successful. It implies that elite ideologies in France have deviated relatively little from sentiments expressed by Rousseau and de Gaulle concerning the primacy of the national interest and the conviction that firms can serve as an (expansionist) instrument of the nation. The Messier case illuminates the pattern of close relationships among the French business elite. It demonstrates how a strategy of expansion may come unstuck when it is not grounded in the customary modes of business regulation. Originality/value – This research confirms a slight preference on the part of the French business elite for more homogenous ties. Against this, the paper demonstrates that a significant proportion of the French elite act as boundary spanners, brokering relationships with others from more distant parts of the wider network. The integration of the French elite in the Eurozone has potentially favored bridge-building relationships and weakened national embeddedness. This may contribute to the decline of indigenous interlocks, while promoting the further internationalization of top management teams. The implications of this for organizational strategy, firm survival and economic performance form an agenda for future research.

Consumer preferences for three dimensions of country of origin of a processed food product

2020 ◽  
Vol 122 (11) ◽  
pp. 3361-3382 ◽  
Author(s):  
Hideo Aizaki ◽  
Kazuo Sato
Keyword(s):  
Consumer Preferences ◽  
Raw Materials ◽  
Country Of Origin ◽  
Food Product ◽  
Food Products ◽  
Three Dimensions ◽  
Processed Food ◽  
Content Type ◽  
First Case ◽  
Best Worst Scaling

PurposeThe production process of processed food products may involve several countries. This multi-dimensionality of the country of origin (COO) may affect consumer preferences for the products. We apply Case 2 best–worst scaling to measure Japanese consumers’ preferences for three dimensions of the COO of a vegetable juice product.Design/methodology/approachThe three dimensions of the COO include these: the country where the raw materials of the product were grown (the country of growing), the country where the raw materials were processed (the country of processing) and the country where the food company producing the product is headquartered (the country of the company). Japan, Australia, Thailand and China are the countries considered for the three COO-related attributes. Sixteen juice products (profiles) were created from the three four-level attributes. A survey queried 416 consumers to select the best and worst ones from among the three attribute levels shown in each profile.FindingsThe average utility of the country of growing is the highest among those of the three COO-related attributes. However, consumers evaluate the country of growing as the least preferred among the three attributes with respect to a country with a negative food quality reputation.Originality/valueThis is the first Case 2 best–worst scaling study to measure consumer preferences for the three dimensions of the COO of processed food products. It suggests marketing strategies for domestic and international juice companies.

scholarly journals Decision-making dynamics between Spanish mothers, fathers and children

2017 ◽  
Vol 18 (3) ◽  
pp. 245-260 ◽  
Author(s):  
Isabel Carrero ◽  
Torgeir Aleti
Keyword(s):  
Decision Making ◽  
Structural Changes ◽  
Product Category ◽  
Communication Style ◽  
Communication Styles ◽  
Content Type ◽  
Traditional Gender Roles ◽  
Parental Characteristics ◽  
The Family ◽  
Different Characteristics

Purpose The purpose of this paper is to investigate the roles of mothers, fathers and children in family decision-making (FDM) processes in families with different characteristics in terms of household structure, parents’ resources and family communication styles. As several structural changes regarding families have taken place within the last decades, there is a need to update the theories around FDM – in particular, regarding to the role of women and children. Design/methodology/approach A survey was distributed to 520 individuals in 183 families, where mothers, fathers and children above nine years living at home completed the survey. Findings The study demonstrates that the product category largely influences FDM dynamics, as well as housework division, parental characteristics and communication style. The study also reveals that structural changes may put more pressure on mothers. This pressure can partly be relieved if the family encourages children to become independent consumers rather than trying to control their consumption. Moreover, when fathers take a larger part in the housework, traditional gender roles become more fluid. Social implications For policymakers concerned with equality within the family, it may be a better approach to enable fathers to more actively participate in household chores than to try to change behaviour through information about equality. Originality/value This study extends the understanding of FDM in contemporary households by taking into account the views of all family members and produces a more complete picture of the decision-making dynamics within families.

Gastronomy: an approach to studying food

2014 ◽  
Vol 44 (4) ◽  
pp. 272-278 ◽  
Author(s):  
Charlotte Maberly ◽  
Donald Reid
Keyword(s):  
Food Systems ◽  
Design Methodology ◽  
Food System ◽  
Interdisciplinary Approach ◽  
Food Culture ◽  
Content Type ◽  
Comprehensive Knowledge ◽  
Definition Of ◽  
The Uk ◽  
Reductionist Approach

Purpose – The purpose of this paper is to outline the curriculum of the UK’s first MSc in Gastronomy. The programme supports an interdisciplinary approach to understanding food not yet commonly found in academia or beyond. However, it is increasingly recognized that such a perspective, as fostered by the MSc Gastronomy, may be key in effectively addressing complex contemporary problems within food culture and food systems. Design/methodology/approach – This is a viewpoint paper that explains the rationale behind the chosen definition of Gastronomy, the context that inspired creation of the programme, an outline of the programme structure and justification of content. Findings – The underpinning philosophy stems from a conviction that to address problems of corrupt food systems and problematic societal foodways, a more comprehensive understanding of food is needed. The programme seeks to cultivate this with a truly interdisciplinary approach to the study of food culture and food systems. This approach is recognized as an underrepresented area in academia where the study of food currently tends to be compartmentalized; a reductionist approach also mirrored within politics, commerce and our everyday lives. The MSc Gastronomy investigates how to foster and make commonplace, a more holistic and realistic understanding of food. Originality/value – The MSc Gastronomy has been shaped by an understanding that a more comprehensive knowledge of food is required if contemporary problems within the food system are to be effectively addressed. To achieve this, the programme adopts an interdisciplinary approach to studying food only upheld by a small number of other academic institutions. It is the first of its kind in the UK, responding most closely to the specific cultural and political dynamics of Scotland’s food culture.

Status or fun? A cross-cultural examination of young consumers’ responses to images of champagne and sparkling wine

2016 ◽  
Vol 118 (8) ◽  
pp. 1960-1975 ◽  
Author(s):  
Natalia Velikova ◽  
Steve Charters ◽  
Joanna Fountain ◽  
Caroline Ritchie ◽  
Nicola Fish ◽  
...  
Keyword(s):  
Cultural Values ◽  
Cultural Context ◽  
Product Category ◽  
Cross Cultural ◽  
Sparkling Wine ◽  
Cultural Variation ◽  
Content Type ◽  
The Usa ◽  
The Uk ◽  
The Impact

Purpose – The purpose of this paper is to test Luna and Gupta’s (2001) investigative framework on the interaction of cultural values and consumer behaviour by conducting a cross-cultural comparison of young wine consumers’ interpretation of images of champagne and sparkling wine. The research examined consumer responses to the images through the prism of the relationship between symbolism, ritual and myth, as well as other related values. Design/methodology/approach – In a series of focus groups with consumers from four anglophone countries (the USA, New Zealand, Australia and the UK), six images of champagne and sparkling wine were used as stimuli to encourage affective and cognitive perspectives on the topic. Findings – Overall, the UK market showed distinct differences from the other markets, due very much to its cultural context. The UK consumers valued traditional advertising; focused mainly on the product itself; and did not associate champagne with fun. Respondents from the New World focused on the general impression of the image and on enjoyment and fun associated with consumption of champagne and sparkling wine. Practical implications – The most crucial implication of this research is the cultural variation in consumer perceptions of champagne and sparkling wine and the impact that it has upon marketing strategies on how to market this product category to younger consumers in different markets. Originality/value – This research contributes to the study of cultural values and consumption behaviour, as well as image effectiveness in forming perceptions of the product category.

Seeds of systemic corruption in the post-Brexit UK

2019 ◽  
Vol 26 (3) ◽  
pp. 705-718
Author(s):  
Lorenzo Pasculli
Keyword(s):  
Social Issues ◽  
Interdisciplinary Approach ◽  
Future Research ◽  
Social Psychological ◽  
Public And Private ◽  
Systematic Analysis ◽  
Content Type ◽  
Political Processes ◽  
The Uk ◽  
Systemic Corruption

Purpose This study aims to assess the risks of systematisation of corruption in the UK following the Brexit referendum. Design/methodology/approach The study applies theoretical and empirical findings of criminological, social, psychological, economic and legal research on the causes of systemic corruption to the socio-institutional developments following the Leave vote. Findings The events surrounding the referendum confirm that the resort to corrupt practices is normalised in certain sectors of the British institutions, business and media and that socio-political processes activated by the Leave vote and inadequate UK policymaking and lawmaking can aggravate the situational and socio-psychological enablers of systemic corruption. Effective solutions must go beyond mere anti-corruption laws and address deeper social issues. Research limitations/implications The study focuses only on some of the major situational and socio-psychological causes of systemic corruption, including the unintended criminogenic effects of the law. More interdisciplinary research is required to address other causes, such as historical and cultural factors. Practical implications The findings of this study can inspire practical solutions by policymakers and future research. Social implications The study contributes to raising social awareness and stimulating public discussion on systemic corruption in the UK and on the consequences of the referendum on public and private integrity. Originality/value The study offers the first systematic analysis of the effects of Brexit and the referendum on corruption through an integrated interdisciplinary approach to systemic corruption in the UK.

Space for accounting and accountability: realising potential management accounting research contributions to the space sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Basil P. Tucker ◽  
Hank C. Alewine
Keyword(s):  
Management Accounting ◽  
Value Added ◽  
Interdisciplinary Approach ◽  
Interdisciplinary Management ◽  
Potential Contribution ◽  
Content Type ◽  
Accounting Research ◽  
Academic Researchers ◽  
The Usa ◽  
The Uk

PurposeThe contribution of accounting research to the space sector has arguably been less discernible, less visible and less appreciated than that made by STEM disciplines. This paper aims to ascertain the nature and extent to which management accounting can contribute to interdisciplinary advancements of the space sector. This is accomplished by investigating possible contributions realised by management accounting research to the space sector and identifying the opportunities and challenges facing interdisciplinary accounting researchers in making a contribution.Design/methodology/approachThis qualitative empirical study draws on interviews with 25 academic researchers and practitioners from Australia, the USA, the UK, Canada, Europe, India and China, with research or practitioner experience on accounting issues germane to the space sector. The purpose is to seek their perceptions of how interdisciplinary management accounting research can solve contemporaneous problems in the space sector.FindingsThe potential contribution that management accounting research can make in the space sector is grounded in the inherent interdisciplinary of the discipline. The propensity to draw on other disciplines, theories, methodologies and methods is a strength of management accounting, as it is arguably by such interdisciplinarity that “wicked problems’ such as those presented by space exploration, policy and research can be solved.Originality/valueThis is one of the first papers to explore the role and contribution management accounting research can offer to what has traditionally been a STEM-dominated field. In so doing, it underscores the central importance and value-added by an interdisciplinary approach to management accounting research.

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