The context of choice as boundary condition for gender differences in brand choice considerations

2018 ◽  
Vol 52 (5/6) ◽  
pp. 1280-1304 ◽  
Author(s):  
Enav Friedmann ◽  
Oded Lowengart
Keyword(s):  
Gender Differences ◽  
Gender Stereotypes ◽  
Latent Variables ◽  
Design Methodology ◽  
Real Life ◽  
Brand Choice ◽  
Marketing Strategies ◽  
Men And Women ◽  
Content Type ◽  
Practical Implications

Purpose Marketers often assume that functional, hedonic and socially conspicuous utilities in choosing a brand differ for men and women, thus different marketing strategies are required for each gender. To date, most of the research studies have used self-reported measures when shopping in general or in regard to a single product. The purpose of this research is to examine this question using two different contexts of brand choice: single choice evaluation (SCE) and brand selection context (BSC). This assessment will clarify whether male and female utilities when choosing a brand are indeed inherent and consistent. Design/methodology/approach Data were collected using surveys in three studies (N = 923). Conjoint analysis and ICLV (integrated choice and latent variables) models were examined. Findings BSC analysis that more closely mimics real-life contexts revealed that the consideration of these utilities is generally similar for men and women, while the SCE analysis showed significant gender differences. Practical implications In the context of choosing between brands, stereotypical gender targeting may be ineffective and might not be the best allocation of resources for marketers. Social implications Gender stereotypes in advertising seem to reconstruct differences that are not significant in a realistic brand selection context. Originality/value The context of choice was found to be a condition boundary for gender differences in brand choice considerations. Gender differences are not evolutionary or inherent.

Examining the influences of perceived exclusivity and perceived rarity on consumers' perception of luxury

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xujia Wang ◽  
Billy Sung ◽  
Ian Phau
Keyword(s):  
Factor Analysis ◽  
Confirmatory Factor Analysis ◽  
Design Methodology ◽  
Marketing Strategies ◽  
Content Type ◽  
Product Categories ◽  
Theoretical Support ◽  
Confirmatory Factor ◽  
Luxury Market ◽  
Practical Implications

PurposeThe purpose of this study is to investigate how exclusivity and rarity (natural versus virtual) influence consumers' perceptions of luxury. Further, it examines whether exclusivity and rarity can function as distinct marketing strategies in today's luxury market environment.Design/methodology/approachOnline questionnaires were administered by adapting developed scales from prior research. Research stimuli were chosen from three luxury categories including bags, wine and cruise. Confirmatory factor analysis and multiple regressions were used to test the hypotheses.FindingsThe results confirmed that exclusivity, natural rarity and virtual rarity were perceived as relatively distinct constructs among our sample. Findings also highlighted that perceived natural rarity (PNR) has consistently emerged as a positive and significant contributor to consumers' perceptions of luxury across all three luxury categories. The influence of perceived exclusivity (PE) on perceptions of luxury has also shown to be significant for two product categories (luxury bag and luxury wine), whereas perceived virtual rarity (PVR) did not show any significant effects across all three categories.Practical implicationsThe results indicate that consumers perceive natural rarity, virtual rarity and exclusivity as relatively distinctive marketing strategies. This suggests that luxury businesses can adopt each strategy independently to achieve desired marketing outcomes.Originality/valueThis study offers theoretical support for the proposition that exclusivity and rarity may have different functions in luxury marketing implementations. It provides empirical evidence showing the distinctiveness of perceived exclusivity and perceived rarity, which have not be done in previous research.

scholarly journals Work-nonwork conflict: an urgent situation for Brazilian women

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Érica Custódia de Oliveira ◽  
Tania Casado
Keyword(s):  
Design Methodology ◽  
Descriptive Statistics ◽  
Men And Women ◽  
Content Type ◽  
Aging Society ◽  
New Family ◽  
Individual Choices ◽  
Probabilistic Sample ◽  
Practical Implications ◽  
Broad Understanding

Purpose Going further on a broad understanding of nonwork besides family, this study aims to analyze differences between women and men considering work-nonwork conflict (WNWC) in the Brazilian context, investigating time spent in eight nonwork dimensions and the dimensions more affected. Design/methodology/approach The study was quantitative and descriptive. A survey was conducted, based on a validated WNWC scale. The sample consisted of 338 professionals working in Brazil. Data analysis was conducted through descriptive statistics and analysis of variance. Findings Compared to men, women declare higher levels of WNWC considering the eight nonwork dimensions, present greater differences in stress-based conflicts and in more collective dimensions and have marriage or no children associated with more WNWC. Research limitations/implications The study highlights the need to include more nonwork aspects into career and management studies to influence organizational practices and individual choices. The main limitation is the non-probabilistic sample (results not generalizable). Practical implications Know more about WNWC will help organizations to improve lives by creating practices and a cultural environment to preserve women’s and men’s nonwork times. It may also help people to choose places to work for, matching their nonwork needs. Social implications The study reinforces demands from new family arrangements, more couples in dual-career and an aging society: organizations must prepare to have workers that want or need to dedicate time to other interests besides family or children. Originality/value It goes further on a broad understanding of nonwork besides family to understand WNWC and how it may affect differently men and women.

Gender differences in Taiwan’s hypermarkets

2016 ◽  
Vol 28 (4) ◽  
pp. 650-662 ◽  
Author(s):  
Tsung-Sheng Chang ◽  
Hsiaoping Yeh
Keyword(s):  
Gender Differences ◽  
Customer Behavior ◽  
Marketing Strategies ◽  
Male And Female ◽  
Content Type ◽  
Product Categories ◽  
Traditional Markets ◽  
Key Factor ◽  
Practical Implications

Purpose Hypermarkets face a very competitive environment, as their rivals also include traditional markets, convenient stores and supermarkets. In addition to offering innovative services, hypermarket managers must also pay attention to customer shopping patterns and behaviors in order to gain market share. The purpose of this paper is to posit that there will be significant differences between male and female hypermarket customers in terms of both shopping time and categories of goods purchased. Design/methodology/approach To investigate actual shopping behaviors, this study observed customers in hypermarkets and recorded how long they spent shopping and what they purchased. Findings The results of this study implied that gender is a key factor that affects both shopping time and the goods purchased in Taiwanese hypermarkets. The empirical findings also indicated that customers favor certain goods categories. Practical implications The results of this study provide details of the differences between male and female hypermarket customers, with which managers can use to develop better marketing strategies. Originality/value The purpose of this study is to show hypermarket retailers how gender differences affect customer behavior in this context. It also presents a consumer product categories list for hypermarkets, and this can be used as a reference for follow-up studies.

Opentable as a marketing strategy for modern Muslim funeral product in Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Witanti Prihatiningsih ◽  
Ninis Agustini Damayani ◽  
Asep Suryana ◽  
Susie Perbawasari
Keyword(s):  
Qualitative Research ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Phenomenological Approach ◽  
Marketing Strategies ◽  
Future Research ◽  
Content Type ◽  
Funeral Home ◽  
Potential Customers ◽  
Practical Implications

Purpose The Opentable strategy is considered a taboo because of its ability to take advantage of peoples’ grief. Therefore, this study aims to explore the Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products, considered a luxury by most people in Indonesia. Design/methodology/approach This is a qualitative research with a phenomenological approach used to collect data from six Memorial Advisors (MAs) through interviews. Findings The result showed that the Opentable strategy was carried out to introduce the concept of a modern Muslim funeral home and its products. Furthermore, MA does not encourage sales during Opentable, rather, it uses the process to obtain complete data from potential customers. Practical implications This research serves as a guidance for MA and other similar professions to socialize products uncommon or considered taboo in society. It also provides a repertory of new marketing strategies, especially for targeted and uncommon products. Originality/value To the best of the knowledge, this is the first research to explore Opentable (Exhibition) as a marketing strategy for modern Muslim funeral products in Indonesia. Therefore, future research is needed on other marketing strategies.

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.

scholarly journals Myths about HIV and AIDS among serodiscordant couples in Malawi

2017 ◽  
Vol 69 (3) ◽  
pp. 278-293
Author(s):  
Kondwani Wella ◽  
Sheila Webber ◽  
Philippa Levy
Keyword(s):  
Design Methodology ◽  
Real Life ◽  
Hiv And Aids ◽  
Serodiscordant Couples ◽  
Content Type ◽  
Analyse Data ◽  
Information Providers ◽  
Aids Information ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to report on research that uncovered myths about HIV and AIDS held by serodiscordant couples in Malawi, and the sources of these myths. The paper reflects on how the myths affect serodiscordant couples’ engagement with HIV and AIDS information. Design/methodology/approach Van Manen’s (1997) approach to analysis of phenomenological data was used to analyse data from in-depth interviews conducted in Malawi with 21 serodiscordant couples and three individuals who had separated from their partners because of serodiscordance. Findings Serodiscordant couples in Malawi believe and hold on to some inaccurate HIV and AIDS information that can be seen as “myths”. Some of these myths are perpetuated by official HIV and AIDS information when it is translated into the local languages. Other myths derive from social norms of the societies where the couples live. Practical implications The findings of this paper have practical implications for how HIV and AIDS information providers should engage with target audiences to understand the origins of the myths they hold. The findings also imply that some myths have technical, religious, moral and cultural bases which need to be addressed before challenging the myth itself. Originality/value Using real-life descriptions of experiences of HIV and AIDS information provided by serodiscordant couples, the authors reveal how myths can affect engagement with the information. The authors make recommendations on how to address myths in ways that contribute to a positive experience of HIV and AIDS information by serodiscordant couples.

Ranking of choice cues for smartphones using the Best–Worst scaling method

2019 ◽  
Vol 31 (1) ◽  
pp. 223-245 ◽  
Author(s):  
Luis Pinto ◽  
Erdener Kaynak ◽  
Clement S.F. Chow ◽  
Lida L. Zhang
Keyword(s):  
Design Methodology ◽  
Marketing Strategies ◽  
Age Difference ◽  
Scaling Method ◽  
Content Type ◽  
Chinese Context ◽  
Discriminating Power ◽  
Best Worst Scaling ◽  
Ranking Order ◽  
Practical Implications

Purpose The number of studies on the use of choice cues in the purchase decision of a smartphone does not appear to be extensive, given the size and rate of growth of the market. Surprisingly, it appears that no study of this type in the Chinese context has been undertaken. Therefore, the purpose of this paper is to fill the existing gap in the marketing literature in this area. Design/methodology/approach Best–Worst (BW) scaling method was used in the study. It is suggested that the method overcomes some of the biases commonly found in surveys where Likert-type scales are used, and it has superior discriminating power, because respondents are asked to rank the most and the least important factor from a group, and are thereby forced to make tradeoffs between factors. Findings Among the 13 choice cues, connectivity, price and memory capacity are found to be the most important, whereas recommendation from others, ease of handling and availability of apps are found to be the least important. Findings due to gender, income and age difference were also analyzed and discussed for orderly decision-making purposes. Practical implications The ranking of factors showing what choice cues consumers consider most or least important in a particular market helps practitioners to develop appropriate adaptation strategies for the market. The comparison of findings for gender, income and age difference can further help practitioners to devise various alternative marketing strategies for different market segments and identify underserved segments, if any. Originality/value The BW scaling method, however, appropriate in ranking order of importance, had never been used in ranking choice cues of smartphone purchase. Moreover, there seems to be a dearth of studies about ranking of choice cues on smartphone purchases in the Chinese context.

scholarly journals Advisor gender and advice justification in advice taking

2019 ◽  
Vol 55 (1) ◽  
pp. 4-21
Author(s):  
Vinicius Farias Ribeiro ◽  
Adriana Victoria Garibaldi de Hilal ◽  
Marcos Gonçalves Avila
Keyword(s):  
Gender Stereotypes ◽  
Design Methodology ◽  
Research Field ◽  
Male Gender ◽  
Amazon Mechanical Turk ◽  
Managerial Decision ◽  
Content Type ◽  
Managerial Decisions ◽  
Advice Taking ◽  
Practical Implications

Purpose The purpose of this paper is to identify under what circumstances advisor gender and advice justification influence advice taking by managers. Design/methodology/approach The authors designed a quasirational managerial decision experiment with both analytic and intuitive cues. The design was a 2 × 2 between-subjects factorial, in which gender (male/female) and advice justification (intuitive/analytic) were crossed. The experiment involved two independent samples, taken from Amazon Mechanical Turk workers and Brazilian professionals. Findings Results suggest that, in general, analytic justification is more valued than intuitive justification. The findings also infer that depending on the advisees’ sample and providing that advice justification is analytic, quasirational scenarios seem to favor male advisors (MTurk sample) or both male and female advisors with “male values” (professional sample), as analysis is traditionally considered a “male value.” Practical implications Analytic justification will likely lead to more advice utilization in quasirational managerial situations, as it may act as a safeguard for the accuracy of the offered advice. Social implications The results might signal an ongoing, but slow, process leading to the mitigation of gender stereotypes, considering that the male gender stereotype was active in the MTurk sample, but not in the professional one. Originality/value This study contributes to the advice-taking research field by showing the interplay between advisor gender and advice justification in a quasirational managerial decision setting with both analytic and intuitive cues. In advice-taking literature, observations are usually collected from students. However, as this study focused on managerial decisions, the authors collected independent samples from MTurk workers and Brazilian professionals.

How to optimize marketing strategy development

2020 ◽  
Vol 36 (8) ◽  
pp. 17-19
Keyword(s):  
Artificial Intelligence ◽  
Marketing Strategy ◽  
Design Methodology ◽  
Reading Time ◽  
Marketing Strategies ◽  
Strategy Development ◽  
Content Type ◽  
Human Creativity ◽  
Pertinent Information ◽  
Practical Implications

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings Artificial Intelligence (AI) is enabling companies to perform many functional tasks more efficiently. Some organizations are starting to further utilize its capabilities by combining the rationality of AI with human creativity in order to optimize development of marketing strategies. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Negotiating with work friends: examining gender differences in team negotiations

2017 ◽  
Vol 32 (4) ◽  
pp. 558-566 ◽  
Author(s):  
Uta Herbst ◽  
Hilla Dotan ◽  
Sina Stöhr
Keyword(s):  
Gender Differences ◽  
Design Methodology ◽  
Team Composition ◽  
Laboratory Studies ◽  
Single Gender ◽  
Content Type ◽  
Mba Students ◽  
Workplace Friendship ◽  
The Relationship ◽  
Practical Implications

Purpose This study aims to investigate whether a team of females negotiates differently than a team of males, and whether (workplace) friendship moderates the relationship between single-gender team composition and negotiation outcomes. Design/methodology/approach The authors used two laboratory studies and paired 216 MBA students into single-gender teams of friends and non-friends, and then engaged them in several dyadic multi-issue negotiations. Findings The results show that on average, male teams of non-friends reached significantly better outcomes than female teams of non-friends. However, and interestingly, female teams of friends perform equally to male teams of friends. Research limitations/implications The authors contribute both to the negotiations and the workplace friendship literature because very little research has examined negotiation among friends at work and in particular team negotiations. In addition, the authors also contribute to the literature on gender differences in negotiations because existing research has rarely examined the differences between all-male and all-female teams and especially the relationship between same-sex teams and their effects on negotiation outcomes. Practical implications This research has clear implications to managers with regard to team composition. Specifically, a winning all-female team should not be changed! Originality/value This is the first study to examine the relationship between workplace friendship, gender and negotiation outcomes.

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