scholarly journals Am I worth it? Gifting myself with luxury

2014 ◽  
Vol 18 (2) ◽  
pp. 112-132 ◽  
Author(s):  
Hannele Kauppinen-Räisänen ◽  
Johanna Gummerus ◽  
Catharina von Koskull ◽  
Åke Finne ◽  
Anu Helkkula ◽  
...  
Keyword(s):  
Design Methodology ◽  
Research Topic ◽  
The Self ◽  
Luxury Brands ◽  
Content Type ◽  
Data Collection And Analysis ◽  
Sample Data ◽  
Marketing Activities ◽  
Key Dimensions ◽  
Practical Implications

Purpose – Consumers gift themselves with luxury fashion brands, yet the motives for self-gifting are not well understood. Whereas traditionally, self-gifting is defined as self-orientated in nature, luxury brands are seen as social statements, and self-gifting of luxury fashion brands that combine these two controversial areas is an interesting research topic. The purpose of this paper is to address this issue by exploring the self-gifting behaviour of consumers, in particular focusing on the personal motives of gifting oneself with luxury fashion brands. Design/methodology/approach – The study takes a multi-qualitative approach involving a small (n=19) but rich sample. Data collection and analysis were triangulated to reduce researcher biases. Findings – The study provides key dimensions for understanding consumers’ perceptions of luxury fashion brands and self-gifting motives (self and socially orientated). The findings reveal that reflections from others are part of the self-gifting phenomenon. It appeared that although self-orientated benefits and personally orientated motives trigger the self-gifting act, the act of actually purchasing explicitly luxury brands for oneself as a gift may be triggered by other-orientated benefits and socially orientated motives. The findings also imply that luxury holds a self-orientated aspect; luxury brands are not only purchased for socially orientated reasons but also for reasons related to oneself. In addition, the findings discuss the act of shopping, where the act can be perceived as a luxury experience and overrun the importance of the brand. Practical implications – The findings provide insights to consumers’ gifting behaviour that may be valuable for retailers and fashion marketers as they plan for marketing activities related to their customers’ self-gifting. Originality/value – Self-gifting represents a view of gifting that remains under-researched. This study uncovers the motives for gifting oneself with luxury fashion brands, a further sub-area in need for more investigation.

An exploratory empirical study of whistleblowing and whistleblowers

2020 ◽  
Vol 27 (3) ◽  
pp. 755-770
Author(s):  
Maria Krambia-Kapardis
Keyword(s):  
Statistical Analysis ◽  
Design Methodology ◽  
Research Topic ◽  
Due Date ◽  
Content Type ◽  
Unethical Behaviour ◽  
Eu Member States ◽  
European Directive ◽  
Original Survey ◽  
Practical Implications

Purpose The purpose of this study is to develop a profile of whistleblowers and to determine whether whistleblowing legislation would encourage those individuals to bring to light some illegal or unethical behaviour that otherwise would remain in the shadows. Design/methodology/approach Having identified whistleblowing correlation, a survey was carried out in Cyprus of actual whistleblowers and could-have-been whistleblowers. Findings Males between 46 and55 years of age, regardless of whether they have dependents or hold senior positions in organizations are significantly more likely to blow the whistle. However, could-have-been whistleblowers did not go ahead because they felt that the authorities would not act on their information. Research limitations/implications Because of the sensitive nature of the research topic and the fact that only whistleblowers or intended whistleblowers could participate in the study, the sample size is limited as a result. This, in turn, limits both the number of respondents in each category (actual and intended) as well as constrains the statistical analysis that could be carried out on the data. Practical implications It remains to be seen whether EU Member States shall implement the European Directive 2019/1937 on the protection of persons who report breaches of Union Law, in its entirety by the due date, namely December 2021. Originality/value This study provides a literature review of whistleblowing and reports an original survey against the backdrop of the European Directive.

Marketing and Gaelic football

2016 ◽  
Vol 32 (8) ◽  
pp. 15-17
Keyword(s):  
Market Segmentation ◽  
Design Methodology ◽  
Business Success ◽  
Market Segments ◽  
Content Type ◽  
Sports Organizations ◽  
Competitive Edge ◽  
Marketing Activities ◽  
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 Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match their offerings with the requirements of specific market segments often secure and sustain a competitive edge. Segmentation strategies are critical to sports organizations as well as to more conventional industries. Sports consumers come in all shapes and sizes and no one-cap-fits-all where marketing activities are concerned. Different sports attract different consumer types. The secret is to identify the unique characteristics of each sub-group and target them accordingly. Practical implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. 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.

The importance of user-generated photos in restaurant selection

2019 ◽  
Vol 10 (1) ◽  
pp. 2-14 ◽  
Author(s):  
Bruno Oliveira ◽  
Beatriz Casais
Keyword(s):  
Design Methodology ◽  
Online Reviews ◽  
User Generated Content ◽  
Content Type ◽  
Online Platforms ◽  
Photo Sharing ◽  
Restaurant Managers ◽  
Marketing Activities ◽  
Hospitality Sector ◽  
Practical Implications

Purpose User-generated content and online reviews are highly relevant in purchase decision in the hospitality sector, including restaurants, but there is a lack of knowledge about the effect of sharing pictures in this context. This study aims to focus on the relevance of user-generated photos in online platforms for restaurants’ selection. Design/methodology/approach A research was conducted with a sample of 319 residents of Porto region, who had at least one meal in a restaurant over the 30 days before the answer of the survey and had searched online to select the restaurant. Findings The results show that while doing online research about restaurants, it is important for potential consumers to find pictures of food and physical evidences of restaurants generated by other users. Findings also show that consumers find user-generated photos especially at websites of reviews, although the importance of restaurant owned platforms, such as official social media pages and websites. Practical implications The research results appeal restaurant managers to understand the importance of user-generated photos in online platforms by promoting photo sharing in their restaurants with appropriate marketing activities for that purpose. Originality/value This paper expands the state-of-the-art about the importance of user-generated content, focusing on the importance of photos from restaurants shared by consumers in online platforms.

scholarly journals Online dating apps as a marketing channel: a generational approach

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Paulo Rita ◽  
Ricardo Filipe Ramos ◽  
Sérgio Moro ◽  
Marta Mealha ◽  
Lucian Radu
Keyword(s):  
Design Methodology ◽  
Online Dating ◽  
Marketing Channel ◽  
Marketing Activity ◽  
Male Population ◽  
Content Type ◽  
Dating Apps ◽  
Marketing Activities ◽  
Sentiment Score ◽  
Practical Implications

PurposeThis study aims to understand if an online dating app is considered an acceptable channel to conduct advertising activities and understand the differences between Generations X, Y and Z for such acceptance.Design/methodology/approachA total of 411 Tinder users’ reactions were obtained and analyzed using text mining to compute the sentiment score of each response, and a Kruskal–Wallis H test to verify if there are statistical differences between each generation.FindingsThe results showed positive acceptability toward the marketing campaign on Tinder, especially Z Generation. Nevertheless, the statistical analysis revealed that the differences between each generation are not statistically significant.Research limitations/implicationsThe main limitation relates to the fact that the participants, during the data collection, revealed their identification, perhaps leading to acquiescence bias. In addition, the study mainly covered the male population. A balanced sample would be positive to examine any possible differences between gender.Practical implicationsResults provide an essential indication for companies regarding their marketing activities conducted on Tinder to fully exploit the possibility of using Tinder as an alternative and valuable channel to conduct marketing activities.Originality/valueUp until now, no studies tried to understand the effect of a marketing activity online on an online dating app.

Networking as a marketing tool in small companies: a random and informal approach

2018 ◽  
Vol 39 (2) ◽  
pp. 47-55 ◽  
Author(s):  
Mário Franco
Keyword(s):  
Design Methodology ◽  
Qualitative Approach ◽  
Small Companies ◽  
Content Type ◽  
Market Opportunities ◽  
Marketing Activities ◽  
Marketing Tool ◽  
Exploratory Case Studies ◽  
Practical Implications ◽  
Informal Approach

Purpose The purpose of this paper is to identify and analyse the particularities of marketing in small and medium-sized enterprises (SME), to try to understand how networking can influence the marketing activities implemented in this firm segment. Design/methodology/approach For this purpose, the author decided on a qualitative approach and performed exploratory case studies of four SMEs in Portugal. Findings The results obtained show that the owners/managers of the SMEs studied here recognize the importance of marketing and networking, but have not yet implemented them in a structured way. In these SMEs, marketing is informal and reactive to market opportunities. Practical implications This study contributes to showing the importance of marketing in SMEs, providing more information and evidence about marketing in this firm sector, as well as about the owner/manager’s influence on the use of networking in marketing activities. Originality/value In spite of the opportunities associated with networking in SMEs, there is only limited empirical evidence of its importance in marketing activities. This holds particularly for the realm of SMEs.

How do children make sense of food well-being? Food for thought for responsible retailers

2019 ◽  
Vol 47 (6) ◽  
pp. 605-622
Author(s):  
Valérie Hémar-Nicolas ◽  
Pascale Ezan
Keyword(s):  
Design Methodology ◽  
Well Being ◽  
Content Type ◽  
Five Dimensions ◽  
Graphic Data ◽  
Food Retailers ◽  
Data Collection And Analysis ◽  
Short And Long Term ◽  
Practical Implications

Purpose The purpose of this paper is to provide a better understanding of what well-being means to children in the food context and to formulate recommendations about the way food retailers may take actions to promote children’s food well-being (FWB). Design/methodology/approach A qualitative study based on a child-centric perspective is conducted with 25 French children aged 6–11 years. The data collection and analysis use both verbal and graphic data methods including focus groups and drawings in order to help children express their feelings and thoughts. Findings The findings put forward that according to children, the concept of FWB relies on five dimensions: sensory taste, health, commensality, empowerment and altruistic behaviours. Their discourses suggest that food practices contributes to objective, hedonic, eudaemonic and social well-being on the short and long term. Practical implications Based on children’s intrinsic needs for pleasure and empowerment, our recommendations highlight how food retailers might rethink their own-label offering, retail environment and communication to take into account young consumers’ FWB. Originality/value Drawing upon the concept of FWB and positive psychology, the authors do not only examine children’s food representations through a nutritional lens, but enlarge the scope to show how physical, emotional, psychological and social factors, involved in food context, contribute to different aspects of well-being.

Beyond rarity: the paths of luxury desire. How luxury brands grow yet remain desirable

2016 ◽  
Vol 25 (2) ◽  
pp. 120-133 ◽  
Author(s):  
Jean-Noël Kapferer ◽  
Pierre Valette-Florence
Keyword(s):  
Latent Variables ◽  
Design Methodology ◽  
Luxury Brands ◽  
Content Type ◽  
Selective Distribution ◽  
The World ◽  
Luxury Industry ◽  
Practical Implications ◽  
Very High ◽  
Selection Of

Purpose Luxury is a growing sector worldwide. This creates a major managerial challenge: How can luxury brands prevent becoming a victim of their own success? Once objective rarity is lost, what other levers still sustain desire for these luxury brands, nurture their dream and, thus, prevent the dilution of desirability created by their growing penetration and sales? Design/methodology/approach Based on 1,286 actual luxury consumers interviewed about 12 highly known and successful luxury brands on 42 experiential and perceptual items, a PLS hierarchical fourth-order latent variables model unveils the paths of luxury dream building. Findings The authors have identified how, beyond mere physical rarity and very high quality, eight experiential and perceptual levers fuel luxury desirability through two structural paths: selection and seduction. Research limitations/implications The concept of luxury is associated to rarity. But to grow, luxury brands need to abandon mere scarcity and selectivity (value created by limitation of production, highly selective distribution and selection of customers) and switch instead to an “abundant rarity”, where feelings of privilege are attached to the brand itself, seducing through its experiential facets, pricing, prestige and the world it symbolizes. Practical implications Luxury executives can use this paper as a compass to manage, sustain and monitor their brand desirability, all along the brand’s growth, as it moves away from being niche and rare. Social implications Considering the growing social diffusion of the need for luxury in different strata of the population, this paper reveals the levers of the attractiveness of the mega-brands of luxury. Originality/value This paper addresses the main problem of the luxury industry: How to grow yet remain desirable. It is based on 1,286 actual luxury buyers and 12 actual brands. Thanks to PLS modelization, the structure of the levers of brand desirability is revealed.

Relationships among individual-level correlates of innovation

2019 ◽  
Vol 11 (2) ◽  
pp. 196-207 ◽  
Author(s):  
Sergey Yagolkovskiy
Keyword(s):  
Design Methodology ◽  
Innovation Management ◽  
Innovative Activity ◽  
The Self ◽  
Novelty Seeking ◽  
Content Type ◽  
Individual Level ◽  
Psychological Correlates ◽  
Correlation Design ◽  
Practical Implications

Purpose This paper aims to investigate relationships among correlates of individual innovative activity: creativity, innovativeness, novelty seeking and intelligence. Design/methodology/approach Data were collected from 202 students of the Higher School of Economics (123 females and 79 males). Findings The findings revealed significant relations between intelligence and fluency of participants’ creative performances, as well as novelty seeking and innovativeness. Research limitations/implications Limitations include the correlation design, the sample of students and the self-reported measures for novelty seeking and innovativeness. Practical implications The paper proposes a number of implications for researchers and practitioners who deal with innovation. The results of the study can be applied to various procedures and stages of innovation management. Originality/value The study contributes to knowledge on psychological correlates of innovation on an individual level, such as creativity, innovativeness, novelty seeking and intelligence, as well as produces an empirically validated model of the relationships among them.

Social marketing in social enterprises: how to deal with dualities

2016 ◽  
Vol 32 (8) ◽  
pp. 6-8
Keyword(s):  
Social Marketing ◽  
Design Methodology ◽  
Social Enterprises ◽  
Content Type ◽  
Marketing Activities ◽  
Practical Implications

Purpose The purpose of the paper is to understand the tensions that marketing practitioners in social enterprises are subjected to. Design/methodology/approach The paper examines the case of 15 Canadian social enterprises. Findings The analysis reveals four dualities in social enterprises, and initial strategies to deal with them. Practical Implications The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value The paper reveals how dualities facing marketing practitioners in social enterprises influence marketing activities in these organizations.

À votre santé – conceptualizing the AO typology for luxury wine and spirits

2016 ◽  
Vol 28 (2) ◽  
pp. 170-186 ◽  
Author(s):  
Jeannette Paschen ◽  
Ulrich Paschen ◽  
Jan Henrik Kietzmann
Keyword(s):  
Design Methodology ◽  
Theoretical Framework ◽  
Marketing Mix ◽  
Future Market ◽  
Luxury Brands ◽  
Content Type ◽  
Management Literature ◽  
The Status ◽  
Luxury Item ◽  
Practical Implications

Purpose The status of icewine as a luxury item is largely undisputed in popular perception. Despite this, icewine has received very little attention in the management literature. This paper aims to close this gap by developing a theoretical framework to segment the luxury wine and spirits market with a focus on icewine. Design/methodology/approach This paper is conceptual in nature. The authors adapt Berthon et al.’s (2009) aesthetics and ontology (AO) framework for luxury brands to provide a theoretical lens for segmenting the luxury wine and spirits market into four distinct segments. Findings The main contribution of this paper is a theoretical framework for segmenting the market for luxury wines and spirits into four distinct segments: cabinet collectors, cellar collectors, connoisseurs and carousers. The authors then apply their framework to the icewine category and outline considerations for the marketing mix of icewine producers. Practical implications The AO framework for luxury wines and spirits is beneficial for icewine producers to help differentiate their current and future market segments. In addition, this paper outlines practical implications for icewine maker’s marketing mix that could enhance their competitive position today and in the future. Originality/value This is the first paper examining icewine in the context of luxury marketing.

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