Social bonding as a determinant of share of wallet and cross-buying behaviour in B2B relationships

2017 ◽  
Vol 51 (5/6) ◽  
pp. 1011-1028 ◽  
Author(s):  
Marcel Paulssen ◽  
Raphael Roulet
Keyword(s):  
Product Category ◽  
Social Bonding ◽  
Boundary Spanners ◽  
Content Type ◽  
Share Of Wallet ◽  
Value Perceptions ◽  
Relationship Outcomes ◽  
B2b Relationships ◽  
Buying Behaviour ◽  
The Impact

Purpose Research on how social bonding between boundary spanners influences relationship outcomes in business-to-business (B2B) settings is sparse and controversial. This longitudinal study aims to close this gap and assess the impact of social bonding on the share of wallet and actual cross-buying behaviour. Design/methodology/approach B2B relationships between a manufacturer of light commercial vehicles and its customers were investigated. A random sample of fleet managers answered two telephone surveys. Findings Social bonding was found to affect both investigated relationship outcomes, share of wallet and cross-buying, through the generation of trust over and above the customer’s perceptions of value. Research limitations/implications Only one product category was investigated in this study, and further research should explore boundary conditions for the relevance of social bonding in B2B. Practical implications Social bonding represents one lever (next to value perceptions) for building a competitive advantage in a B2B context. Relationship marketing activities that are intended to strengthen the development of social bonds between customers and account managers should be encouraged. Originality/value The authors provide clear evidence regarding the disputed impact of social bonding between boundary spanners on relationship outcomes in B2B relationships by testing its impact on real purchase behaviour and not only purchase intentions, as is the case in most published studies to date.

Impact of personality factors on purchase and adoption of consumer durables with advanced technology

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ullal Manohar Bhat ◽  
Dhananjay Bapat ◽  
Amit Mookerjee
Keyword(s):  
Personality Traits ◽  
Developing Economies ◽  
Advanced Technology ◽  
Personality Factors ◽  
Empirical Examination ◽  
Consumer Durables ◽  
High Involvement ◽  
Content Type ◽  
Buying Behaviour ◽  
The Impact

Purpose The purpose of this paper is to identify critical personality traits affecting and influencing buying behaviour in high involvement consumer durables. It also intends to guide practitioners in selecting appropriate marketing frameworks, consumer segments and processes considering the characteristics of consumer behaviour in developing economies. Design/methodology/approach It systematically reviews the literature on consumer personality traits, its measurement and related consumer buying behaviour. It uses data collected from potential car buyers at various car showrooms across the Indian subcontinent. The authors have worked with the online survey firm Qualtrics, to gather a data set of 328 car purchase intenders’ responses to their validated survey. The model was tested using the SmartPLS. Findings The personality traits of imagination, agreeableness and social factors positively influenced attitude towards automobiles with advanced technology. Further, in line with the theory of planned behaviour, it is seen that a positive attitude towards advanced technology and design for automobiles makes a person more willing to pay for the same. Research limitations/implications The study is confined to consumers intending to purchase a car, who are Indian residents. Originality/value It adds to the comparatively lesser body of study on the impact of personality traits on intentions and attitudes in high involvement consumer durable purchases. Further, it serves as an empirical examination of the adoption of new technologies, in the context of high involvement consumer durables. For practicing managers, it provides a reference for deciding future development directions and approaches related to the effective market launch strategies and commercialization of advanced technology automobiles in India.

The influence of price and promotion on package size propensity

2017 ◽  
Vol 32 (2) ◽  
pp. 93-103
Author(s):  
Amit K. Ghosh
Keyword(s):  
Decision Making ◽  
Product Category ◽  
Relative Price ◽  
Grocery Stores ◽  
Consumer Decision Making ◽  
Content Type ◽  
Household Level ◽  
Packaged Goods ◽  
Package Size ◽  
The Impact

Purpose The constantly changing prices, promotions, and packaging options have made decision making more complex for consumers of packaged goods. The purpose of this paper is to explore how price and promotions influence consumer propensity to buy a certain package size. Design/methodology/approach Scanner panel data for shelf-stable salad dressing obtained from Information Resources Inc. were used to compute the proportion of large packages bought, the relative price paid for large packages, propensity to use various types of promotions, and a behavioral covariate for each household. Data of over 5,600 households were analyzed using a multiple regression analysis for hypothesis testing. Findings The positive nature of relationship between the relative price of large packages and the proportion of large packages bought demonstrates the suboptimal nature of consumer decision making. The inefficiency is partially attributable to the abundance of promotions, to consumers’ lack of price awareness, and to the use of heuristics by consumers. Also, consumers who are prone to use promotions such as displays and temporary price reductions tend to purchase larger packages. They are more likely to buy impulsively and base their decisions on heuristics. In contrast, consumers who are influenced by featured price cuts and who utilize coupons tend to purchase smaller packages. Research limitations/implications Data were obtained from grocery stores; only a single product category was studied. Practical implications Offer coupons and advertise featured price cuts on small packages to increase the sales of smaller packages. To move large packages successfully, retailers should rely more on in-store displays and temporary price reductions. Originality/value The impact of price and promotions on package size propensity has never been investigated. This study is also one of the few that uses a household-level analysis based on observable purchase data for consumer packaged goods.

Promotion and shoppers' impulse purchases: the example of clothes

2014 ◽  
Vol 31 (2) ◽  
pp. 94-102 ◽  
Author(s):  
Peter Hultén ◽  
Vladimir Vanyushyn
Keyword(s):  
Specific Impulse ◽  
Product Category ◽  
Direct Mail ◽  
Seemingly Unrelated Regression ◽  
Interactive Effects ◽  
Impulse Buying ◽  
Content Type ◽  
Impulse Purchases ◽  
Tv Commercials ◽  
Buying Behaviour

Purpose – This paper draws attention to the fact that impulse buying is common behaviour among modern shoppers and that a consumer's impulse purchases of items such as clothes may be a result of the retailers' promotional activities. The purpose of this paper is therefore to investigate how promotion through channels such as direct-mail marketing, TV commercials and special in-store displays affects consumers' impulse purchases of clothes. Design/methodology/approach – Data for the testing of five hypotheses was collected by distributing a questionnaire to randomly selected households in North Western France and Northern Sweden. The data collection rendered 493 complete questionnaires, of which 332 were from France and 161 from Sweden. Seemingly unrelated regression (SUR) is the principal estimation technique. Findings – The results suggest that shoppers with a positive attitude towards direct-mail marketing and TV commercials also respond positively to in-store promotion. Hence, there are interactive effects between the three promotional channels that increase shoppers' general impulse purchase tendency. Furthermore, the findings demonstrate that the frequency of exposure to in-store promotion has a significant effect on this tendency. Originality/value – This paper contributes to extant knowledge on impulse buying behaviour by examining the product-specific impulse tendency, which is defined as the degree to which consumers make impulse purchases of a particular product category.

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 Others’ environmental concern as a social determinant of green buying

2014 ◽  
Vol 31 (6/7) ◽  
pp. 417-429 ◽  
Author(s):  
Laurent Bertrandias ◽  
Leila Elgaaied-Gambier
Keyword(s):  
Negative Impact ◽  
Environmental Concern ◽  
Product Category ◽  
Social Determinant ◽  
Social Dimension ◽  
Social Risk ◽  
Purchasing Behavior ◽  
Environmental Behaviors ◽  
Content Type ◽  
The Impact

Purpose – This paper aims to achieve a better understanding of the social dimension underlying green purchasing behavior by assessing the impact of environmental concern ascribed to relevant others. Design/methodology/approach – A survey was conducted among 468 French interviewees. Using a scenario, respondents were asked to choose between two similar products: one is very fashionable but harmful to the environment and the other has comparable features with a lower negative impact on the environment. In parallel, respondents had to cite four relevant others and to make several attributions about them. Environmental concern was one of these attributions. Findings – Ascribed environmental concern increases the probability to choose the product with a low environmental impact over the more harmful alternative. This process is mediated by perceived social risk and self-incongruity associated with the environmentally unfriendly product. Research limitations/implications – Conclusions are drawn on the basis of a specific choice for a particular product category. Practical implications – Environmentally responsible consumers should be encouraged to express their convictions publicly within their social network. Social implications – Consumers are more inclined to adopt an environmental reading of what they plan to buy when they ascribe environmental preoccupations to their referent others either to preserve their social ties or to preserve their self-congruity. This proximity effect should be exploited to promote pro-environmental behaviors. Originality/value – Most studies on the determinants of green behavior either focus exclusively on individual predispositions or tackle social influence too explicitly. By assessing the effect of ascribed environmental concern instead on individual environmental concern, this research offers an original approach.

The effect of the moral failure of a foreign brand on competing brands

2017 ◽  
Vol 51 (5/6) ◽  
pp. 903-922 ◽  
Author(s):  
Amro A. Maher ◽  
Anusorn Singhapakdi
Keyword(s):  
Real Life ◽  
Product Category ◽  
Content Type ◽  
Moral Failure ◽  
Foreign Brand ◽  
Intention To Purchase ◽  
Negative Effect ◽  
Foreign Brands ◽  
The Impact ◽  
Positive Effect

Purpose The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the same product category) while taking into account the country of origin (COO) of the brands. Design/methodology/approach This paper presents the results of two studies. The first study uses an experimental design, while the second uses a survey to examine a real-life product-harm crisis. Findings The results indicate that the moral failure of a scandalized foreign brand has an indirect negative effect on the intention to purchase competing foreign brands from the COO of the scandalized foreign brand. This effect is, however, reversed for domestic brands, where moral failure has an indirect positive effect on the intention to purchase competing domestic brands. Research limitations/implications The results of this research were based on an examination of how US consumers responded to the moral failure of Japanese and German brands. Future studies should examine brands from different COOs in different countries. Practical implications These results suggest that competing foreign brands from the COO of the scandalized brand should collaborate to quickly handle a product-harm crisis to prevent a spillover and that domestic competitors should capitalize on the opportunity to attract new customers. Originality/value This study represents a first attempt to examine the effect of a foreign brand’s moral failure in handling product-harm crisis on competing brands, both foreign and domestic.

How can European museums reach sustainability?

2017 ◽  
Vol 72 (3) ◽  
pp. 303-318 ◽  
Author(s):  
Nuria Recuero Virto ◽  
Maria Francisca Blasco López ◽  
Sonia San-Martín
Keyword(s):  
Market Orientation ◽  
Customer Value ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Value For Money ◽  
Content Type ◽  
Value Perceptions ◽  
Decision Making Processes ◽  
The Impact ◽  
Practical Implications

Purpose This research aims to provide evidence of the impacts of market orientation, customer value approach (through prestige, value for money and reputation for quality) and innovation on museum sustainability. Design/methodology/approach The model is analysed through partial least squares (PLS-SEM), using a sample of 549 European museums. Findings The results reveal that reputation for quality, prestige, innovation and value for money positively and significantly influence museum sustainability. Interestingly, the most meaningful linkage is between market orientation and innovation. Practical implications This research helps museums that need to increase their customer value and innovativeness so as to ensure museum sustainability. It proves that museum managers have to increase employees’ involvement in decision-making processes. Originality/value By using a wide sample of European museums, this study suggests that museum managers need to consider the impact of marketing strategies and customer value perceptions on the economic and social sustainability of museums.

Spillover of social responsibility associations in a brand portfolio

2015 ◽  
Vol 24 (6) ◽  
pp. 596-609 ◽  
Author(s):  
Wenling Wang ◽  
Daniel Korschun
Keyword(s):  
Social Responsibility ◽  
Conceptual Model ◽  
Soft Drink ◽  
Spillover Effect ◽  
Product Category ◽  
Content Type ◽  
Frozen Yogurt ◽  
Brand Portfolio ◽  
The Impact ◽  
Corporate Level

Purpose – This paper aims to explore the spillover effect of social responsibility (SR) activity at the product brand level on the full brand portfolio. Extant research has established that SR activity can be beneficial to companies by influencing consumers’ SR associations with the company and its product brands. However, most studies only look at the outcomes of SR implemented at the corporate level (i.e. corporate social responsibility [CSR]). This paper provides a new and expanded perspective by exploring how SR at the product brand level reverberates throughout the full brand portfolio. Drawing on associative network theory, the authors propose a conceptual model that predicts when and how SR associations with a product brand spillover to corporate brand and other product brands and the consequences of this spillover. Design/methodology/approach – Two experiments were conducted to test the conceptual model. The authors used utilitarian products (frozen yogurt, ice cream, and soft drink) in the first experiment and value-expressive products (running shoes, T-shirt and watch) in the second experiment. Findings – Both experiments found support for the proposed spillover effect. The moderating impact of corporate branding strategy and product category fit on the strength of spillover effect were also examined. Practical implications – The findings will help managers make better decisions about which brands (product and corporate level) should be involved in SR activity. Originality/value – This research offers a new perspective to look at the consequences of SR activity and reveals a larger picture than extant research on CSR by indicating the impact of a product brand’s SR initiative on the whole brand portfolio.

Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience

2019 ◽  
Vol 36 (3) ◽  
pp. 464-482 ◽  
Author(s):  
Fatma Abdellah-Kilani ◽  
Rihab Zorai
Keyword(s):  
Linear Regression Analysis ◽  
Product Category ◽  
Brand Awareness ◽  
Recall Accuracy ◽  
Content Type ◽  
Task Knowledge ◽  
Foreign Companies ◽  
Brand Quality ◽  
Foreign Brands ◽  
The Impact

Purpose The purpose of this paper is to conceptualize and test a new concept named “Brand Origin RECall Accuracy” (BORECA) that assesses consumers’ ability to recall accurately the origins of brands they are aware of. It measures consumers’ brand awareness and brand origin (BO) awareness for a given product category. Design/methodology/approach Based on the accessibility–diagnosticity model and the limitations of the brand origin recognition accuracy concept, the authors propose and test the BORECA concept focusing on one product category (apparel) in an emerging country context, i.e. Tunisia (Mena). A sample of 374 respondents were surveyed on country-of-origin (COO)-category awareness, brand awareness, BO awareness and foreign vs local brand quality evaluation. Descriptive statistics, correlation indices, MANOVA and linear regression analysis were used in data analysis. Findings Results show a substantial BORECA score, i.e. highly accurate awareness of the origins of the recalled brands, affected by respondents’ age, gender and education level. The average BORECA score for local brands is higher than for foreign brands. The local BORECA score seems to positively correlate to respondents’ evaluation of local brand quality and negatively to foreign (dominant COO category) brands. Research limitations/implications Based on an aided recall task rather than simple recognition, BORECA provides a deeper assessment of brand awareness and BO awareness. The pressure induced by the task (knowledge test + retrieval effort) may cause anxiety bias that inhibits the recall of other brands and BOs. Practical implications Nationalistic and ethnocentric tendencies emerging in the findings point to some branding strategies for both local and foreign companies. Originality/value The paper provides a good indication of BO salience in an emerging economy. It seeks to explain the impact of the BORECA score for local brands on the perceived quality of both local and foreign brands.

Dealing with initial success versus failure in crowdfunding market

2019 ◽  
Vol 29 (5) ◽  
pp. 1190-1212 ◽  
Author(s):  
Chang Heon Lee ◽  
Ananth Chiravuri
Keyword(s):  
Attribution Theory ◽  
Regression Models ◽  
Product Category ◽  
Campaign Strategies ◽  
Content Type ◽  
Logistic Regression Models ◽  
The Impact ◽  
New Industry ◽  
Failure Experience

Purpose Serial crowdfunding is becoming a common phenomenon as entrepreneurs repeatedly return to online crowdfunding to raise capital. In this study, the authors focus attention on serial crowdfunders, that is, entrepreneurs who experience launching more than one crowdfunding project. The purpose of this paper is to investigate the role of past experience on subsequent crowdfunding performance. This study also examines whether initial success vs initial failure leads serial crowdfunders to engage in more explorative behaviors (i.e. switching industry) and to take exploitative actions (i.e. adjusting campaign strategies in terms of goal setting and funding option). Design/methodology/approach Data on serial crowdfunding projects was retrieved from Indiegogo platform. The logistic regression models are estimated to assess the impact of past entrepreneurial experience on subsequent crowdfunding decisions, and to estimate the effects of the three strategies on subsequent funding performance. Findings The results show that serial creators who experienced successful initial crowdfunding are more likely to explore a new industry or product category in the crowdfunding market and to set a higher target capital for the subsequent campaign when they change a project category. Originality/value Despite the fact that there are a considerably large number of serial crowdfunders in crowdfunding market, relatively little research has been conducted to investigate the presence of learning benefits from a previous to a subsequent crowdfunding project. Two competing hypotheses, drawn from the attribution theory and hubris theory of entrepreneurship, were tested in this study to determine the impact of prior success vs failure experience on both subsequent crowdfunding decisions and funding performance.

Sign in / Sign up

Export Citation Format

Share Document