Analysis of price bundling and framing: the impact of availability and discount messaging

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Misun Won ◽  
Stephen L. Shapiro
Keyword(s):  
Design Methodology ◽  
Message Framing ◽  
Purchase Intentions ◽  
Analysis Of Covariance ◽  
Amazon Mechanical Turk ◽  
Content Type ◽  
Price Bundling ◽  
The One ◽  
The Impact ◽  
High Willingness

PurposeThe purpose of this study is to examine consumer behaviors toward a bundle of tickets and lodging using two different message framing: (1) scarcity framing for a high demand event, the All-Star Game, and (2) discount framing for a lower demand event, an MLB mid-week game.Design/methodology/approachData were collected through two online surveys of 836 sport consumers in total on Amazon Mechanical Turk (MTurk) and were analyzed using a mix of analysis of variances (ANOVAs) and analysis of covariance (ANCOVA).FindingsConsumers are likely to buy products separately in a scarce situation. When discounts are offered as benefits of choosing a bundle, consumers with high willingness to pay (WTP) have higher purchase intentions (PI) and perceived value toward cumulative discounts.Originality/valueThis is the one of few studies that investigate (1) price bundling of products from two disparate industries where consumer demands fluctuate, (2) the effects of scarcity in a bundle, and (3) all possible discount messaging in a bundle.

scholarly journals Estimating the price range and the effect of price bundling strategies

2019 ◽  
Vol 29 (2) ◽  
pp. 166-181 ◽  
Author(s):  
Sérgio Dominique-Ferreira ◽  
Cristina Antunes
Keyword(s):  
Market Share ◽  
Design Methodology ◽  
Price Sensitivity ◽  
Content Type ◽  
Price Range ◽  
Price Bundling ◽  
Hotel Managers ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to investigate and identify the price sensitivity of consumers of three- and five-star hotels and to determine the impact of bundling strategies on consumers’ price sensitivity. Design/methodology/approach To calculate price sensitivity, authors apply the van Westendorp’s price sensitivity meter (PSM). To understand the impact of bundling strategies, univariate and bivariate techniques are applied. Findings PSM results reveal the optimal prices and the range of acceptable prices for three- and five-star hotel. The bundling strategy results reveal that five-star customers are less sensitive to mixed-leader bundling. Regarding mixed-joint bundling, managers could improve sales through bundling strategies if they selected an attractive service (e.g. restaurants). Practical implications Findings assist hotel managers to understand the different price sensitivities, according to the hotel typology. Managers can manage prices without the risk of losing market share or revenue. The results help managers in deciding which bundling strategies they can create, as well as the services to be included to achieve highest profitability. Originality/value No research to date to the best of the authors’ knowledge has attempted to understand and compare the role of bundling strategies in three- and five-stars hotels. Moreover, no research has attempted to measure and compare customers’ price sensitivity of three- and five-stars hotels.

The impact of employee work perceptions on purchase intentions from a company store

2016 ◽  
Vol 25 (5) ◽  
pp. 479-489 ◽  
Author(s):  
Charles D. Bodkin ◽  
Cara Peters ◽  
Jane Thomas
Keyword(s):  
Organizational Identification ◽  
Work Experience ◽  
Purchase Intentions ◽  
Analysis Of Covariance ◽  
Personal Factors ◽  
Internal Branding ◽  
Content Type ◽  
The Impact ◽  
A Company ◽  
Work Perceptions

Purpose Company stores market to their internal employees via the distribution of branded promotional products. The purpose of this study is to investigate factors that may influence when an employee is more likely to purchase from a company store. Design/methodology/approach A survey was administered to the members of a chamber of commerce located in the southeastern USA. Data were analyzed using regression, and post hoc analyses were conducted using an analysis of covariance. Findings Organizational identification and job satisfaction significantly impacted employees’ intentions to purchase from a company store. Gender, education, marital status and years of work experience were personal factors that moderated that relationship. Firm size and employee rank were company factors that moderated the relationship between employee work perceptions and employee purchase intentions at a company store. Originality/value No research to date exists on company stores. This study is unique in that it proposes internal branding as a theoretical foundation for understanding company stores and examines factors that impact employees’ intentions to purchase from a company store.

Differences in underpricing of A-REIT IPOs and Australian property company IPOs

2016 ◽  
Vol 34 (2) ◽  
pp. 107-115 ◽  
Author(s):  
Bill Dimovski
Keyword(s):  
Stock Market ◽  
Design Methodology ◽  
Content Type ◽  
Factors Influencing ◽  
Time Period ◽  
Property Companies ◽  
The One ◽  
The Impact ◽  
Two Sectors ◽  
Practical Implications

Purpose – A variety of papers have analyzed the underpricing of REIT IPOs or property company IPOs. The purpose of this paper is to compare the two sectors and examines differences in the underpricing of the two types of IPOs. Design/methodology/approach – An OLS regression is used to identify factors influencing the underpricing of A-REIT and property company IPOs from 1994 until 2014. Findings – This study finds that A-REIT IPOs have a significantly lower underpricing on average than Australian property company IPOs. The time taken to list appears to influence the underpricing of both A-REIT IPOs and property company IPOs, in that issues that are filled more quickly have higher underpricing but with the magnitude of the impact being less for A-REITs. The sentiment toward the stock market also appears to impact on the underpricing of A-REIT and property company IPOs again with the magnitude of the impact being less for A-REITs. Practical implications – The paper provides information to new A-REIT and property company issuers, underwriters and investors. Originality/value – The study is the first to compare and examine the differences in the underpricing of both REITs and property companies in the one country over the same time period.

Artist-brand alliances to target new consumers: can visual artists recruit new consumers to a brand?

2018 ◽  
Vol 27 (3) ◽  
pp. 308-319 ◽  
Author(s):  
Pielah Kim ◽  
Hua Chang ◽  
Rajiv Vaidyanathan ◽  
Leslie Stoel
Keyword(s):  
Visual Art ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Brand Value ◽  
Visual Artists ◽  
Brand Alliances ◽  
Content Type ◽  
Target Segment ◽  
The Impact ◽  
Practical Implications

Purpose Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands reflect their own personalities. The purpose of this research is to understand whether brand alliances with artists exhibiting distinct personalities can make brands more attractive to consumers whose personalities do not currently match the brand. Design/methodology/approach Two experiments are used to examine the impact of artists’ personality (in)congruence on consumers’ perceptions of the brand and purchase intentions of the brand’s products. Findings The results show that consumers whose personalities do not match the brand’s current personality are likely to alter their view of a brand when the brand partners with an artist whose personality matches with that of the consumers’. This happens without negatively affecting the brand personality perceptions of current consumers who already identify with the brand. Practical implications When seeking to attract a new target segment, brands can ally with visual artists who convey a personality that matches that of the new target segment. Originality/value This paper adds to a nascent literature on the power of artist–brand alliances, and demonstrates that these partnerships need not only be between artists and brands with consistent personalities but can also effectively be used to target new consumers.

How do religiosity and acculturation to the global consumer culture drive the perceived value of luxury? A study in Kuwait

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nermain Al-Issa ◽  
Nathalie Dens
Keyword(s):  
Consumer Culture ◽  
Purchase Intentions ◽  
Online Questionnaire ◽  
Content Type ◽  
Consumer Panel ◽  
The Social ◽  
Sustainable Value ◽  
The One ◽  
Luxury Market ◽  
The Impact

Purpose This study aims to understand the impact of religiosity and acculturation to the global consumer culture (AGCC) on Muslims’ perception of luxury values. Prior results on the effect of religion/religiosity on luxury consumption and purchase intentions are inconsistent. Then, while AGCC is argued to affect consumers’ perceptions of luxury values, research in this area is scarce. Design/methodology/approach Based on an online questionnaire with 300 Kuwaiti respondents recruited from a paid consumer panel, the authors explore the relations between religiosity and AGGC on the one hand and luxury values on the other through linear regressions. Findings Religiosity enhances the perceived extended self, perfectionism, materialistic and sustainable value of luxury. AGCC enhances Muslims’ perception of all luxury values under study. Globalized Muslims mainly perceive luxury as means of self-identification. Originality/value The study is the first, to the knowledge, to investigate the impact of religiosity and AGCC on Muslims’ perception of luxury values. The authors propose an integrative set of luxury values that reflect both the social and personal value of luxury. The study focuses on Muslims in Kuwait; a potential luxury market that is under-investigated.

The impact of brand authenticity on brand attachment in the food industry

2015 ◽  
Vol 117 (2) ◽  
pp. 538-552 ◽  
Author(s):  
Ioannis Assiouras ◽  
Georgia Liapati ◽  
Georgios Kouletsis ◽  
Michalis Koniordos
Keyword(s):  
Food Industry ◽  
Empirical Support ◽  
Purchase Intentions ◽  
Primary Data ◽  
Competitive Advantages ◽  
Brand Attachment ◽  
Content Type ◽  
Brand Authenticity ◽  
The One ◽  
The Impact

Purpose – The purpose of this paper is to investigate the impact of brand authenticity on brand attachment and subsequently on consumer behaviour related to food brands. Design/methodology/approach – Results are derived from primary data collected from a consumer sample in Greece. Respondents rate their brand authenticity and brand attachment for two well established authentic Greek brands in the food industry. Findings – The study confirms that brand authenticity predicts the brand attachment, while brand attachment influences consumers purchase intentions, willingness to pay more and promote the brand. Practical implications – The benefits of brand authenticity should not be ignored and should be protected by the brand managers of food brands because it can be the one of the competitive advantages that can be leveraged in the competitive food industry sector. Originality/value – It provides the required empirical support for the impact of brand authenticity on brand attachment and behavioural intentions in the food industry.

Pay-what-you-want with charitable giving positively impacts retailers

2019 ◽  
Vol 33 (3) ◽  
pp. 273-284 ◽  
Author(s):  
Kendra Fowler ◽  
Veronica L. Thomas
Keyword(s):  
Behavioral Intentions ◽  
Charitable Giving ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Content Type ◽  
Positive Attitudes ◽  
Pay What You Want ◽  
The Impact

Purpose The purpose of this paper is to investigate, from the perspective of a retailer, which of two philanthropy programs (pay-what-you-want [PWYW] with charitable giving or mere donation) results in more positive impressions of, and behavioral intentions toward, the retailer sponsoring the program. Design/methodology/approach Two studies investigate the influence of donation format (PWYW with charitable giving versus mere donation) on attitude and behavioral intentions toward the retailer, the second of which also explores equity as the mediating mechanism that produces the more favorable attitudes and intentions. Findings Results indicate that PWYW with charitable giving is effective at enhancing purchase intentions and attitudes toward the retailer. Specifically, results suggest that the implementation of a PWYW with charitable giving format leads to higher perceptions of equity, ultimately leading to more positive attitudes and higher purchase intentions toward the retailer as compared with a mere donation format. Alternative explanations are examined and ruled out. Originality/value To date, research predominantly examines PWYW with charitable giving from a pricing perspective and has yet to explore how it compares with other donation campaigns in terms of the impact on consumers’ attitudes and intentions toward the sponsoring retailer. This research fills that gap and contributes to the literature by broadening the perspective by which PWYW with charitable giving is examined. Managerially, the research is important, as it suggests that consumers consider the equity of various donation formats and think more favorably of retailers using more equitable donation campaigns.

How Phillips saw the light

2020 ◽  
Vol 36 (8) ◽  
pp. 29-31
Keyword(s):  
Design Methodology ◽  
Reading Time ◽  
Daily Basis ◽  
Business World ◽  
Content Type ◽  
Freak Show ◽  
The World ◽  
Pertinent Information ◽  
The One ◽  
Practical Implications

Purpose Reviews the latest management developments across the globe and pinpoints 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 The problem with developing a reputation of being something of an oracle in the business world is that all of a sudden, everyone expects you to pull off the trick of interpreting the future on a daily basis. Like a freak show circus act or one-hit wonder pop singer, people expect you to perform when they see you, and they expect you to perform the thing that made you famous, even if it is the one thing in the world you don’t want to do. And when you fail to deliver on these heightened expectations, you are dismissed as a one trick pony, however good that trick is in the first place. 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 effects of materialism on consumer evaluation of sustainable synthetic (lab-grown) products

2020 ◽  
Vol 37 (5) ◽  
pp. 579-590
Author(s):  
Jessica Keech ◽  
Maureen Morrin ◽  
Jeffrey Steven Podoshen
Keyword(s):  
Design Methodology ◽  
Socially Responsible ◽  
Content Type ◽  
Consumer Evaluation ◽  
Positioning Strategy ◽  
Consumer Markets ◽  
The Future ◽  
Promotion Strategies ◽  
Alternative Sources ◽  
The Impact

Purpose The increasing desire of consumers for socially responsible luxury products combined with fluctuating supplies in consumer markets are leading various industries to seek alternative sources to be able to meet the needs of its customers. One possible solution that may meet the demands of the future is lab-grown products. Because these products confer multiple benefits, this study aims to investigate the most effective ways to appeal to consumers by aligning the benefits of the products with their values as marketers seek to find effective promotion for these items. Design/methodology/approach We examine the effectiveness of an ethical positioning strategy for two types of luxury lab-grown (synthetic) products among high versus low materialism consumers in three experiments. Findings Findings suggest that a positioning strategy stressing product ethicality is more effective for low materialism consumers, whereas the strategy is less effective, and may even backfire, for high materialism consumers. The impact on social status consumers perceive from a lab-grown product explains why this effect occurs among low materialism consumers. Therefore, marketers should take caution and use specific appeals for different segments based on values such as consumers’ materialism levels. Originality/value If lab-grown products represent the wave of the future, it is important to understand how consumers will respond to this emerging technology and how promotion strategies may enhance their evaluation.

Embedding employability within higher education for the profession of policing

2019 ◽  
Vol 9 (3) ◽  
pp. 319-328
Author(s):  
Ian Pepper ◽  
Ruth McGrath
Keyword(s):  
Higher Education ◽  
Design Methodology ◽  
Research Study ◽  
Longitudinal Research ◽  
Evidence Base ◽  
Content Type ◽  
Educational Provision ◽  
Professional Body ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to evaluate the impact of an employability module, the College of Policing Certificate in Knowledge of Policing (CKP), on students’ career aspirations, their confidence and wish to join the police along with the appropriateness of the module. This will inform the implementation of employability as part of the College of Policing-managed Police Education Qualifications Framework (PEQF). Design/methodology/approach A three-year longitudinal research study used mixed methods across four points in time to evaluate the impact on students studying the employability module. Findings The research suggests that the employability-focussed CKP was useful as an introduction to policing, it developed interest in the police and enhanced the confidence of learners applying to join. Lessons learnt from the CKP should be considered during the implementation of the PEQF. Research limitations/implications The ability to generalise findings across different groups is limited as other influences may impact on a learner’s confidence and employability. However, the implications for the PEQF curriculum are worthy of consideration. Practical implications As the police service moves towards standardised higher educational provision and evolution of policing as a profession, lessons can be learnt from the CKP with regards to the future employability of graduates. Originality/value Enhancing the employability evidence base, focussing on policing, the research identified aspects which may impact on graduates completing a degree mapped to the PEQF. The research is therefore of value to higher education and the professional body for policing.

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