Insights for luxury retailers to reach customers globally

2020 ◽  
Vol 38 (7) ◽  
pp. 797-811 ◽  
Author(s):  
Charles Jebarajakirthy ◽  
Rambalak Yadav ◽  
Amit Shankar
Keyword(s):  
Developing Countries ◽  
Design Methodology ◽  
Experimental Studies ◽  
Corporate Image ◽  
Luxury Consumption ◽  
Content Type ◽  
Multichannel Retailing ◽  
Intention To Purchase ◽  
Online Stores ◽  
Practical Implications

PurposeThe purpose of this study is to investigate whether customer intention to purchase luxury products from the online stores of fashion luxury retailers varies depending on their degree of corporate image and showrooming strategy, when the retailers do not have a wider store network in the region where customers live.Design/methodology/approachTwo scenario-based, between-subject experimental studies were conducted to test the hypotheses.FindingsFindings showed that both building corporate image and showrooms are effective in enhancing customer intention to purchase from online stores, without widely increasing the number of stores; however, building corporate image is more useful to high corporate-image retailers and showrooms are more appealing to low corporate-image retailers.Practical implicationsThe findings are useful to fashion luxury retailers, particularly those based in Western countries who seek to target customers in other regions, particularly those in developing countries.Originality/valueThis study contributes to the literature on online fashion luxury consumption and multichannel retailing.

How to do business in Brazil

2017 ◽  
Vol 33 (8) ◽  
pp. 36-38
Keyword(s):  
Developing Countries ◽  
Latin America ◽  
Design Methodology ◽  
Reading Time ◽  
Content Type ◽  
Business People ◽  
The World ◽  
Pertinent Information ◽  
Specific Culture ◽  
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 It is said that Latin America is one of the hardest places in which to do business, and within Latin America as well as considering the differing challenges that Argentina or Columbia may present, Brazil is perhaps the most difficult place to go to in order to develop trade and commercial agreements. In addition to the different language as compared to the rest of the region, there is a very specific culture and life view that will be wholly alien to many business people, whether they are from developed or developing countries around the world. 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.

Think about it – can portrayals of homosexuality in advertising prime consumer-perceived social connectedness and empathy?

2017 ◽  
Vol 51 (1) ◽  
pp. 82-98 ◽  
Author(s):  
Nina Åkestam ◽  
Sara Rosengren ◽  
Micael Dahlen
Keyword(s):  
Design Methodology ◽  
Social Connectedness ◽  
Experimental Studies ◽  
Social Effects ◽  
Attitudes Toward Homosexuality ◽  
Content Type ◽  
Advantages And Disadvantages ◽  
Thought Listing ◽  
Societal Level ◽  
Practical Implications

Purpose This paper aims to investigate whether portrayals of homosexuality in advertising can generate social effects in terms of consumer-perceived social connectedness and empathy. Design/methodology/approach In three experimental studies, the effects of advertising portrayals of homosexuality were compared to advertising portrayals of heterosexuality. Study 1 uses a thought-listing exercise to explore whether portrayals of homosexuality (vs heterosexuality) can evoke more other-related thoughts and whether such portrayals affect consumer-perceived social connectedness and empathy. Study 2 replicates the findings while introducing attitudes toward homosexuality as a boundary condition and measuring traditional advertising effects. Study 3 replicates the findings while controlling for gender, perceived similarity and targetedness. Findings The results show that portrayals of homosexuality in advertising can prime consumers to think about other people, thereby affecting them socially. In line with previous studies of portrayals of homosexuality in advertising, these effects are moderated by attitudes toward homosexuality. Research limitations/implications This paper adds to a growing body of literature on the potentially positive extended effects of advertising. They also challenge some of the previous findings regarding homosexuality in advertising. Practical implications The finding that portrayals of homosexuality in advertising can (at least, temporarily) affect consumers socially in terms of social connectedness and empathy should encourage marketers to explore the possibilities of creating advertising that benefits consumers and brands alike. Originality/value The paper challenges the idea that the extended effects of advertising have to be negative. By showing how portrayals of homosexuality can increase social connectedness and empathy, it adds to the discussion of the advantages and disadvantages of advertising on a societal level.

scholarly journals Guilt-free pleasures: how premium and luxury influence regret

2019 ◽  
Vol 28 (3) ◽  
pp. 421-431 ◽  
Author(s):  
Sarah Joy Lyons ◽  
Anders Hauge Wien ◽  
Themistoklis Altintzoglou
Keyword(s):  
Design Methodology ◽  
Product Type ◽  
Anticipated Regret ◽  
Content Type ◽  
Intention To Purchase ◽  
Practical Implications ◽  
Insight Into ◽  
Prior Event ◽  
Successful Event

Purpose The purpose of this study was to investigate how a consumer’s intention to purchase a premium or luxury product influences the anticipated regret and guilt. Design/methodology/approach A 2 × 2 × 2 between-subjects design (label: premium versus luxury × prior event: success versus failure × product type: hedonic versus utilitarian) on guilt and regret was implemented. Findings Following a successful event, the anticipated regret and guilt are lower for a hedonic product compared to a primarily utilitarian one. The effect was valid when the consumers were looking to buy both luxury and premium. In a situation following a failure, the anticipated levels of regret and guilt were lower for a product that was primarily utilitarian in nature; however, this effect only appeared when the participants were looking to buy both luxury and not premium. Research limitations/implications People may feel more licensed to indulge in a hedonic premium or luxury product after a success and more licensed to indulge in a utilitarian luxury product after a failure. Practical implications The results can be used to understand how to optimize a marketing message of indulgence whether or not one deserves it. Originality/value The study provides novel insight into how anticipated guilt and regret may be evoked by the goal of buying a premium versus luxury product in combination with the product type and a consumer’s experience of a prior event.

Subject or object: a product’s scent congruent perspectives

2017 ◽  
Vol 30 (3) ◽  
pp. 402-416
Author(s):  
Ana M. Arboleda ◽  
Carlos Arce-Lopera ◽  
Samuel González
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Quality Attributes ◽  
Marketing Strategies ◽  
Content Type ◽  
Object A ◽  
Reference Quality ◽  
The Subject ◽  
The Individual ◽  
Practical Implications

Purpose The purpose of this paper is evaluate to what extent consumers can recognise a scent within a context that is congruent either with the product or with the user, respectively, objects’ quality or subjects’ involvement. Design/methodology/approach This paper consists of two experimental studies. The first study assesses people’s capacity to recognise three scents: leather, synthetic leather, and fabric. The second study assesses the way in which a frame of reference (quality or involvement) affects people’s capacity for scent recognition (leather and fabric). Findings Results confirm the difficulty of scent recognition revealing, in the first study, a low level of consistency in subjects’ responses. The second study shows an interaction between the type of scent and consumers’ framework: subjects who are primed to think about product quality present more accurate scent recognition when they smell leather, whereas subjects who are primed to think about themselves present more accurate scent recognition when they smell fabric. Practical implications These results can be used in brand communication. A scent, such as that of leather, should highlight quality attributes in its communication. If the product is unscented, communication should highlight the subject who uses the product. Originality/value Previous studies show the importance of the consistency between scent and product marketing strategies. This study complements these findings by differentiating the context where a scent is presented considering either the product (the object’s quality attributes) or the individual who uses that product (subject’s involvement).

The effects of consumer perception of volume discount benefits on intention to purchase grocery products

2017 ◽  
Vol 29 (5) ◽  
pp. 1017-1035 ◽  
Author(s):  
Mohammad Iranmanesh ◽  
KrishnaSwamy Jayaraman ◽  
Suhaiza Zailani ◽  
Seyed Mohammadreza Ghadiri
Keyword(s):  
Design Methodology ◽  
Common Type ◽  
Sales Promotion ◽  
Consumer Perception ◽  
Content Type ◽  
Intention To Purchase ◽  
Potential Benefits ◽  
Grocery Products ◽  
The Relationship ◽  
Practical Implications

Purpose The purpose of this paper is to investigate the effects of consumers’ perceptions towards volume discount (VD) benefits on their intention to purchase grocery products under this scheme using deal proneness as a moderator. Design/methodology/approach Data were gathered through a survey of 583 Malaysian consumers, and were analysed using the partial least squares technique. Findings The results showed that perceived savings, self-expression value, and convenience positively affected consumers’ intention to purchase grocery products under VDs. Deal proneness negatively moderated the relationship between perceived quality, innovation, and consumers’ intention to purchase under VDs. Practical implications The findings of the study will help retailers to understand the effects of consumers’ perceptions of VD benefits on their intention to purchase products under VDs, thereby allowing retailers to promote products under VDs more effectively. Originality/value Although the VD is a common type of sales promotion, this topic is rarely explored. This study thus contributes to the advancement of knowledge by determining the effects of the potential benefits of VDs on consumers’ intention to purchase.

How exposure to logos and logo varieties fosters brand prominence and freshness

2015 ◽  
Vol 24 (7) ◽  
pp. 736-744 ◽  
Author(s):  
Maria Sääksjärvi ◽  
Ellis van den Hende ◽  
Ruth Mugge ◽  
Nicolien van Peursem
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Purchase Intent ◽  
Control Group ◽  
Behavioral Measures ◽  
Content Type ◽  
Differential Effects ◽  
Practical Implications

Purpose This study aims to propose that a brand can be kept both prominent and fresh by using existing logos as well as logo varieties (i.e. slight modifications to the brand’s existing logo). Design/methodology/approach In two experimental studies, the authors exposed respondents to either the existing brand logo or to logo varieties, and examined their influence on brand prominence and freshness. Findings The findings suggest that consumers subconsciously process logo varieties to which they are exposed in a similar way as they subconsciously process the existing logo of the brand, making both types of logo exposure effective for building brand prominence and freshness. Research limitations/implications It would also be worthwhile to study the effect of logo varieties using other dependent measures than the ones employed in this study, such as purchase intent and behavioral measures (such as consumption behaviors). Practical implications This research shows that logo varieties can be used alongside the existing brand logo to build prominence and freshness. These findings diverge from the findings typically reported in the branding literature that state that consumers resist changes to logos. Originality/value This research not only demonstrates that exposure to logo varieties and existing logos evokes automatic effects (both types of logos outperform a control group in fostering brand-related outcomes) but also confirms that exposing consumers to the existing logo or logo varieties give less differential effects than one may think.

Recycling cooperation and buying status

2019 ◽  
Vol 53 (5) ◽  
pp. 944-971 ◽  
Author(s):  
Diego Costa Pinto ◽  
Márcia Maurer Herter ◽  
Patrícia Rossi ◽  
Walter Meucci Nique ◽  
Adilson Borges
Keyword(s):  
Design Methodology ◽  
Sustainable Consumption ◽  
Experimental Studies ◽  
Content Type ◽  
Competitive Altruism ◽  
Identity Based ◽  
Pure Altruism ◽  
Practical Implications

Purpose This study aims to reconcile previous research that has provided mixed results regarding motivation for sustainable behaviors: pure altruism (cooperation) or competitive altruism (status). Drawing on evolutionary altruism and identity-based motivation, the authors propose that a match between pure (competitive) altruism and individualistic (collectivistic) identity goals enhance consumers’ motivations to engage in recycling (green buying). Design/methodology/approach Three experimental studies show how pure and competitive altruism are associated with specific sustainable consumption (Study 1) and how altruism types should be matched with identity goals to motivate sustainable consumption (Studies 2 and 3). Findings Study 1 shows that pure altruism is associated with recycling but not with green buying. Studies 2 and 3 show that pure (competitive) altruism and individualistic (collectivistic) goals lead to higher recycling (green buying) intentions. Research limitations/implications The present research extends previous findings by showing that pure and competitive are indeed associated with specific sustainable behaviors. The authors suggest that the interaction between motives and identity goals can lead to a greater impact on recycling and green buying intentions. Practical implications Public policymakers and companies will benefit by better understanding how specific combinations of altruism types and identity goals can foster recycling or green buying intentions. Originality/value This research is the first to show how matches between pure and competitive altruism types and individualistic and collectivistic identity goals affect consumers’ motivations to engage in recycling and green buying.

From entrepreneurial education to entrepreneurial intention: a sequential mediation of self-efficacy and entrepreneurial attitude

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Usman Yousaf ◽  
Syed Ahmad Ali ◽  
Muhammad Ahmed ◽  
Bushra Usman ◽  
Izba Sameer
Keyword(s):  
Developing Countries ◽  
Self Efficacy ◽  
Design Methodology ◽  
Entrepreneurial Intention ◽  
Content Type ◽  
Knowledge Database ◽  
Entrepreneurial Attitude ◽  
New Business ◽  
The Impact ◽  
Practical Implications

Purpose Does entrepreneurship education (EE) really enhance participants’ self-efficacy and influence their attitudes towards starting new business? How does this attitudinal influence relate to participants’ entrepreneurial intention (EI)? Researchers and entrepreneurs alike have been probing into these questions with a view to capacitate the need of EE. This study aims to understand and operationalize a framework for entrepreneurship development by measuring participants’ intention towards entrepreneurship. Design/methodology/approach The study proposed a sequential mediation framework to examine the impact of EE on EI mediated by self-efficacy and attitude towards starting new business. Testing the hypotheses on data collected from 380 individuals, the study provided differentiated support for the theoretical propositions. Findings The findings of the study reflect that EE, self-efficacy and attitude towards starting new business contribute in establishing EI of audience. It was concluded that a sequential mediation exists between EE and EI by channelizing through entrepreneurs’ self-efficacy level that transforms an attitude towards starting a new business venture. Research limitations/implications The study has both theoretical and practical implications that will enable academicians, managers and practitioners to facilitate entrepreneurship by enhancing their knowledge database, skillset and developing a positive and constructive attitude among potential entrepreneurs. Originality/value The study inculcates a cultural lens and differentiates Pakistani context with other developing countries in Asia.

Simpler online ratings formats increase consumer trust

2017 ◽  
Vol 11 (2) ◽  
pp. 131-141 ◽  
Author(s):  
Alena Kostyk ◽  
James M. Leonhardt ◽  
Mihai Niculescu
Keyword(s):  
Design Methodology ◽  
Experimental Studies ◽  
Consumer Involvement ◽  
Information Environment ◽  
Processing Fluency ◽  
Consumer Trust ◽  
Future Research ◽  
Content Type ◽  
Online Ratings ◽  
Practical Implications

Purpose Online customer ratings are ubiquitous in e-commerce. However, in presenting these ratings to consumers, e-commerce websites utilize different formats. The purpose of this paper is to investigate the effects of customer ratings formats on consumer trust and processing fluency. Design/methodology/approach Drawing on the latest behavioral research, two empirical experimental studies test whether the format of online customer ratings affects consumer trust and processing fluency. Findings The studies offer converging evidence that a simpler ratings format (i.e. mean format) elicits higher processing fluency and, in turn, higher consumer trust than does a more complex ratings format (i.e. distribution format). Research limitations/implications Future research could include additional factors that might influence the ease of online ratings processing for consumers. Investigation of possible moderators, such as need for cognition, numeracy and consumer involvement, may also be of value. Practical implications These findings have timely practical implications for the design and presentation of customer ratings to enhance e-commerce outcomes. Originality/value This paper extends the effects of processing fluency on consumer trust to the increasingly important context of e-commerce. In doing so, it highlights important interactions between the evolving information environment and consumer judgment. The key takeaway for managers is that simpler online customer ratings formats help to enhance consumer trust.

Perceptions of financial sources among women entrepreneurs in Tanzania

2015 ◽  
Vol 6 (2) ◽  
pp. 197-218 ◽  
Author(s):  
Marta Lindvert ◽  
Darush Yazdanfar ◽  
Håkan Boter
Keyword(s):  
Developing Countries ◽  
Financial Services ◽  
Women Entrepreneurs ◽  
Design Methodology ◽  
Content Type ◽  
Mean Values ◽  
Empirical Results ◽  
Paired Samples ◽  
External Capital ◽  
Practical Implications

Purpose – The purpose of this paper is to empirically investigate how women entrepreneurs in Tanzania assess their accessibility to different external financial sources. The aim is further to discuss financial preferences among this group of entrepreneurs. Design/methodology/approach – The study is based on a unique database consisting of 114 firms, obtained by a questionnaire during 2009-2010. Differences between mean values on perceptions of financial sources were tested via a paired samples t-test. Findings – Overall, the empirical results provide support for the hypothesis that the sampled women entrepreneurs perceive semi-formal capital, such as loans from MFIs, SACCOS, ROSCAS and VICOBA, as the most accessible external capital. Governmental subsidies are ranked second, followed by informal capital, such as loans from family, friends and investors. As expected, loans from formal banks are ranked as the least accessible financing alternative. However, there are strong indications that the entrepreneurs in our study, if given a choice, would prefer external capital from formal sources, rather than semi-formal or informal capital. Practical implications – The authors suggest that the formal banks work to find ways to lower agency costs and thereby work for an inclusion of women entrepreneurs, and for the semi-formal financial actors to improve financial services in ways that better serve the entrepreneurs. Originality/value – The knowledge about attitudes and preferences concerning financial solutions among women entrepreneurs in developing countries is very limited. Results from this study is therefore important, as it adds to previous understanding, especially as this particular group of entrepreneurs have the potential to play an important role in the development of their regions.

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