Enhancing perceived product value through peripheral product anecdotes

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hillary J.D. Wiener ◽  
Joshua Wiener ◽  
Todd Arnold
Keyword(s):  
Willingness To Pay ◽  
Low Cost ◽  
Social Situations ◽  
Content Type ◽  
Mediation Analyses ◽  
Packaged Goods ◽  
Marketing Tool ◽  
Practical Implications ◽  
Brand Heritage ◽  
Do So

Purpose The purpose of this paper is to introduce a new strategic marketing tool: a peripheral product anecdote (PPA), or a brief, interesting story that is loosely connected to a product but not connected to its history, quality or usage. A PPA is contrasted with similar tools, such as product/brand heritage claims. This study investigates when PPAs are most effective at increasing willingness to pay. Design/methodology/approach Five experiments examine the effect of different PPAs on willingness to pay. This study examines product-use situation as a moderator (Studies 3 and 4) and conversational value as a mediator (Studies 2 and 4). Findings Customers will pay a premium for products with PPAs, but only when they intend to use the products in social situations where they could share the anecdote with others. Mediation analyses reveal these anecdotes are valuable because they provide purchasers with a conversation topic (a source of social currency). Practical implications In contrast to brand heritage stories, nearly any firm can associate a PPA with their product. These anecdotes are a low-cost way for firms to increase willingness to pay for products. PPAs are innovative and varied, unlike brand heritage stories which tend to be static. Originality/value This paper shows that customers sometimes want packaged goods, such as beer and snacks, to help them have conversations and will pay more for products that do so. It introduces the PPA as one way marketers can help customers achieve this goal of conversation.

SFC reminding sponsors of the need to adopt an attitude of “professional scepticism”

2017 ◽  
Vol 18 (3) ◽  
pp. 82-84
Author(s):  
Gareth Hughes ◽  
James Comber
Keyword(s):  
Hong Kong ◽  
Design Methodology ◽  
Regulatory Regime ◽  
Group Company ◽  
Content Type ◽  
Professional Skepticism ◽  
Company Limited ◽  
A Company ◽  
Practical Implications ◽  
Do So

Purpose To remind sponsors to adopt an attitude of “professional skepticism” in Hong Kong IPOs. Design/methodology/approach Explains the Securities and Futures Commission (“SFC”)'s sanction on BOCOM International (Asia) Limited (“BIAL”) as a sign of determination to hold sponsors to account as gatekeepers to the Hong Kong capital markets. Findings The SFC has reprimanded and fined BIAL HK$15 million for failing to discharge its duties as a sole sponsor in a listing application for China Huinong Capital Group Company Limited (“China Huinong”), a company established in the PRC. This substantial fine reinforces the need for sponsors to ensure that they fully and properly discharge all of their duties, and that they will be held responsible for any failure to do so, even if the listing is not ultimately approved. Practical implications If sponsors fail to fulfil the requirements required under the sponsors’ regulatory regime, the SFC will be proactive and impose tough sanctions, even if the listing application is eventually withdrawn or returned by the SEHK. Originality/value Practical guidance from experienced regulatory, financial and commercial dispute resolution lawyers.

Hijabista willingness to accept premium pricing: an analytical study of the effect of social and self-identity on hijab fashion brands satisfaction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Alshaimaa Bahgat Alanadoly ◽  
Suha Fouad Salem
Keyword(s):  
Willingness To Pay ◽  
Product Design ◽  
Consumer Satisfaction ◽  
Willingness To Accept ◽  
Fashion Industry ◽  
Content Type ◽  
Self Identity ◽  
Fashion Products ◽  
Practical Implications ◽  
Brand Satisfaction

Purpose This paper aims to study the predictors influencing hijabista satisfaction towards Hijab fashion brands and their willingness to pay premium pricing as fashion consumers. The effects of product design, product quality, social and self-identity have been studied in relation to product, and brand satisfaction is believed to have led to acceptance of premium pricing. Various factors have been studied and analysed to provide a better understanding of Hijab fashion consumer behaviour. Design/methodology/approach Data were collected by using online structured surveys distributed within the area of Shah Alam City in Malaysia. Convenience sampling was used in defining the 223 target respondents, and the collected data was analysed using Smart-PLS Software. Findings The results highlighted that product design has the largest influence on the willingness of hijabistas in paying premium prices, followed by products that reflect their social-identity while communicating their religious obligations and commitments. Communicating one’s self-identity was also found not to have a significant impact which relates to the importance of the religious and social commitments on hijabista purchasing choices rather than their own self-conceptual image. Practical implications This paper provides insights on the factors that affect hijabista satisfaction towards Hijab fashion products and brands. Conclusions provided are very relevant to the practices of the fashion industry, and in particular, for designers to understand the needs of this large and significant segment of the fashion market. Originality/value Hijab fashion is a growing segment in the fashion industry, and it has been gaining recent global attention. Designers need to be more aware of the requirements of this segment of the fashion market. This research focusses on Hijab consumer satisfaction and how this reflects their willingness to pay premium prices for chosen products and brands. Factors such as product design and quality, along with social and self-identity, were studied in connection with hijabista willingness to accept premium pricing. Such connections and terms have not been covered in previous literature.

Social media: a blessing or a curse? Voice of owners in the beauty and wellness industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Kulvinder Kaur ◽  
Pawan Kumar
Keyword(s):  
Social Media ◽  
Low Cost ◽  
Growth Potential ◽  
Social Media Marketing ◽  
Small Scale ◽  
Content Type ◽  
Social Media Platforms ◽  
Pros And Cons ◽  
Marketing Tool ◽  
Use Of Internet

PurposeThe rise in the use of Internet technologies and social media has shifted the marketing practices from offline to online. This study aims to determine the pros and cons of social media marketing in the beauty and wellness industry.Design/methodology/approachIn-depth interviews were conducted with the owners and marketing executives of beauty and wellness centers to understand the use of popular social media platforms in this industry and their pros and cons.FindingsThe researchers identified eight merits and seven demerits of social media in the beauty and wellness industry. Every respondent is happy and satisfied with social media use, particularly Instagram and Facebook. Irrespective of the demerits, they have shown the intention to increase its usage in the future. The merits override demerits; thus, social media is a blessing for this industry from the owners' perspective.Research limitations/implicationsThe research is exploratory and is confined to just one industry. Research implication is that the visual nature of social media makes it a powerful tool for the promotion of the beauty and wellness industry.Practical implicationsThe study's findings will be beneficial for small-scale businesses as it will push them to take advantage of this low-cost marketing tool.Social implicationsSocial media marketing is helpful for communication and marketing purposes for society.Originality/valueThe beauty and wellness industry remained unfocused by researchers because it is highly unorganized, fragmented and not regulated, yet has huge growth potential. This research will provide a closer look at this industry as well as social media marketing.

Web-based tools for collaborative research

2017 ◽  
Vol 34 (8) ◽  
pp. 8-19
Author(s):  
Stacy Brody
Keyword(s):  
Collaborative Research ◽  
Design Methodology ◽  
Research Collaboration ◽  
Low Cost ◽  
Research Process ◽  
Web Based ◽  
Content Type ◽  
Collaborative Tools ◽  
Start Ups ◽  
Practical Implications

Purpose The purpose of this paper is to profile various types of Web-based tools to facilitate research collaboration within and across institutions. Design/methodology/approach Various Web-based tools were tested by the author. Additionally, tutorial videos and guides were reviewed. Findings There are various free and low-cost tools available to assist in the collaborative research process, and librarians are well-positioned to facilitate their usage. Practical implications Librarians and researchers will learn about various types of tools available at free or at low cost to fulfill needs of the collaborative research process. Social implications As the tools highlighted are either free or of low cost, they are also valuable to start-ups and can be recommended for entrepreneurs. Originality/value As the realm of Web-based collaborative tools continues to evolve, the options must be continually revisited and reviewed for currency.

A place to work: examining workplace location attributes that appeal to generation Y and Z talent

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Wasuthon Wisuchat ◽  
Viriya Taecharungroj
Keyword(s):  
Generation Y ◽  
Low Cost ◽  
Rapid Development ◽  
Traffic Density ◽  
Structured Interviews ◽  
Content Type ◽  
Work Activities ◽  
Development Plans ◽  
The City ◽  
Practical Implications

Purpose This paper aims to identify and to compare workplace location attributes that appealed to Generation Y and Z talent. Design/methodology/approach Semi-structured interviews were conducted with 12 participants to identify workplace location attributes. Choice-based conjoint surveys were collected from 750 Generation Y and Z individuals in the talent pool of Bangkok, Thailand to compare the importance of attributes. Findings The most important workplace location attribute was the availability and diversity of restaurants followed by place appearance, traffic density, availability of public workspaces, public transport and after-work activities. Transport-related attributes were more important for older generations, whereas public workspaces and place appearance were more important for younger talent. Practical implications To attract talent, the Bangkok Metropolitan Administration (BMA) should address the weaknesses of potential workplace locations through efficient, low-cost and rapid development plans. Although Bangkok is known for street food, BMA policies that promote restaurants as the most important attribute are limited. The BMA should initiate plans to promote the availability and diversity of restaurants. Innovation districts in Bangkok should connect to restaurants and food networks in their vicinity. Originality/value The existing literature explored factors that attract talent at the city level, but no study has investigated attractiveness at the workplace location level. Despite some similarities, workplace location attributes identified in this study were more specific than city-level attributes.

When, for whom and why expanding single-option offerings creates value: locomotion fit from choice between options

2021 ◽  
Vol 56 (1) ◽  
pp. 92-112
Author(s):  
Frank Mathmann ◽  
Mathew Chylinski
Keyword(s):  
Willingness To Pay ◽  
Active Control ◽  
Design Methodology ◽  
Content Type ◽  
Direct To Consumer ◽  
Expert Selection ◽  
Product Value ◽  
Practical Implications

Purpose Emerging direct-to-consumer brands offer a single option to consumers before expanding their assortment as the business grows. This provides a counterexample to commonly held beliefs concerning consumers’ aversion to single options. The purpose of this paper is to study when, for whom and why offering two product options (vs a single option) is valued by consumers. Design/methodology/approach Across six experiments, this research investigates consumers’ locomotion orientation (a motivation for controlling progress), which affects the valuation of choice (vs single options). Findings Consumers’ locomotion orientation determines perceived product value for products chosen from a two-option set (vs when considering a single option) because choice offers active control, which is engaging for high-locomotion consumers. Expanding the set to six options has no such effect. Research limitations/implications Studies 1, 4a and 4b are set in the context of expert-selected single options, while Studies 2, 3 and 5 do not involve expert selection. However, the authors does not contrast expert vs non-expert conditions directly. Practical implications Managers can increase consumers’ willingness to pay by using advertisements to induce locomotion or segmenting consumers based on locomotion orientations. Originality/value Research suggests that consumers value choice between options, yet many emerging brands succeed with a single option. The authors reconcile this by providing insights into motivations that determine when, for whom and why choice (vs a single option) is valued.

An experimental study of the effect of packaging colour on children's evaluation of packaging and attitude towards the brand

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nora Bezaz ◽  
Mathieu Kacha
Keyword(s):  
Design Methodology ◽  
Food Product ◽  
Content Type ◽  
Point Of Sale ◽  
Product Categories ◽  
Healthy Diets ◽  
Marketing Tool ◽  
Age Features ◽  
Practical Implications ◽  
Additional Product

PurposeThis article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.Design/methodology/approachAn experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.FindingsEach colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.Research limitations/implicationsFurther research should investigate these effects across additional product categories, brands and colours.Practical implicationsPackaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.Originality/valueLittle prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

The influence of multiple combinations of celebrity endorsers on consumers' intentions to purchase a sports-related product

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aaron von Felbert ◽  
Christoph Breuer
Keyword(s):  
Positive Influence ◽  
Purchase Intentions ◽  
Moderating Effects ◽  
Product Involvement ◽  
Marketing Practice ◽  
Content Type ◽  
Research Perspective ◽  
Mediation Analyses ◽  
Related Product ◽  
Practical Implications

PurposeEndorsement research has focused primarily on determining the effectiveness of single endorsers, whereas marketing practice shows that companies usually engage multiple endorsers to promote their brands and products. As academic evidence for multiple endorsers is limited and extant findings are ambiguous, the purpose of this study is to determine the influence of different multiple endorser combinations on consumers' purchase intentions for a sports-related product endorsement and to identify whether endorser-product congruence and consumers' involvement with the endorsed product moderate endorsers' influences.Design/methodology/approachTwo-hundred thirty-three useful responses were collected to an online experiment, and endorsers' direct and indirect influences on consumers' purchase intentions were analyzed in serial mediation analyses. Potential moderating effects of endorser-product congruence and consumers' involvement with the endorsed product were tested in moderated regression analyses.FindingsThe study's findings show that using multiple endorsers has an overall positive influence on consumers' purchase intentions, which is mediated by their attitudes toward the advertisements and the endorsed brand. Endorser-product congruence moderates an endorsement's effectiveness, whereas a moderating effect of consumers' product involvement was not supported.Originality/valueThis study adds to the extant body of endorsement research by confirming the overall effectiveness of using multiple endorsers to influence consumers' intentions to purchase the endorsed product. In addition, by showing that endorser-product congruence determines endorsers' effectiveness in a multiple endorser context, the study extends the current research perspective and provides practical implications for marketing professionals on how to combine multiple endorsers.

To toy or not to toy in supermarket instant reward programs

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Claire Lambert ◽  
Edmund Goh
Keyword(s):  
Retail Industry ◽  
Comprehensive Overview ◽  
Content Type ◽  
The Social ◽  
Supermarket Industry ◽  
Reward Programs ◽  
Marketing Tool ◽  
Repeat Visits ◽  
Practical Implications

PurposeThis industry viewpoint paper provides a comprehensive overview and critical viewpoint on the use of collectable toy premiums via instant reward programs (IRP) within the retail industry as a marketing tool.Design/methodology/approachThis paper draws upon the uses of a “free” collectable toy premium promotion with a fixed purchase spend (via an IRP) in the supermarket industry as a marketing instrument to increase customer basket spend and repeat visits. Reflections on the recent use of toy premiums by Australian supermarket retailers are also utilised to highlight the ingredients for a successful promotion but also the controversies associated with such promotions.FindingsOne of the key findings suggest that the role of toy premiums is a successful marketing tool by retailers to increase customer total basket spending. However, notable points of caution regarding offering IRPs incorporating collectable toy premiums promotions are established, including environmental concerns and the social, ethical dilemma as to whether these promotions are indirectly targeted at children rather than adult consumers.Practical implicationsThe findings have important implications for retailers to attract customer attention, increased market spend and repeat purchases through a desired collectable premium promotion (via an IRP).Originality/valueThis is the first paper to critically review the usage of collectable toy premiums within the supermarket retail industry.

Constructions of inclusion at two senior nursing home units in Sweden: immigrants’ perspectives

2019 ◽  
Vol 38 (4) ◽  
pp. 462-476
Author(s):  
Solange Barros de Alcantara Hamrin
Keyword(s):  
Design Methodology ◽  
Immigrant Integration ◽  
Nursing Assistants ◽  
Immigrant Workers ◽  
International Organisations ◽  
Relational Dynamics ◽  
Language Competence ◽  
Content Type ◽  
Practical Implications ◽  
Do So

Purpose This study is an inductive exploration of factors that are relevant to the inclusion and integration of immigrant workers in a Swedish workplace. The purpose of this paper is to examine the experiences of immigrant employees with other organisational actors at two senior nursing units in Sweden. Design/methodology/approach Results are drawn from the analyses of interviews with six female and three male immigrant nursing assistants living permanently in Sweden. Findings Trustful relationships with other organisational actors, during both formal and informal interactions, are considered essential facilitating inclusion of these immigrant workers. Immigrant workers experienced inclusion when they achieved language competence (or felt supported in their attempts to do so) and bridged cultural differences. The results also highlight conditions for interactions and leadership as factors influencing inclusion. In addition, inclusion implied acculturation or awareness of the values of native-born citizens. Research limitations/implications The study suggests that immigrants’ relational dynamics with their colleagues are essential to inclusion, despite types of studies that focus mainly on the competences of leaders to manage diversity. Practical implications The results have implications for organisations’ development of a more democratic workplace with more inclusiveness and with satisfied employees. Originality/value The study gives voice to immigrant workers, which is rare in Swedish and international organisations that deal with the issue of immigrant integration in the workplace.

Sign in / Sign up

Export Citation Format

Share Document