scholarly journals Colour temperature in advertising and its impact on consumer purchase intentions

2017 ◽  
Vol 8 (4) ◽  
pp. 657-669 ◽  
Author(s):  
Lina Pilelienė ◽  
Viktorija Grigaliūnaitė
Keyword(s):  
Value Added ◽  
Purchase Intentions ◽  
Consumer Perception ◽  
Advertising Effectiveness ◽  
Future Research ◽  
Retail Sector ◽  
Purchase Decisions ◽  
Colour Temperature ◽  
Analysis And Synthesis ◽  
The Impact

Research background: The conditions of globalization lead to a situation where consumers are overloaded with commercial information. Moreover, abundance of various promotional techniques makes consumers indifferent to many companies’ efforts. On the other hand, organizations are allocating tremendous parts of their budgets to create advertisements which sometimes remain unnoticed or do not stimulate consumer purchase intentions. Therefore, a wide body of scientific re-search on advertising effectiveness has emerged in recent years. Many aspects of advertising have been analysed, e.g. the effectiveness of advertising spokesperson, appeal, layout, etc. However, the research on advertising colour temperature and its impact on advertising effectiveness is still scarce. Purpose of the article: Considering the intensifying competition in the retail sector, creating attractive and stimulating advertisements becomes an important task for many organizations. The aim of this research is to determine the impact of the colour temperature used in advertisements on consumer purchase intentions. Methods: In order to determine the impact of advertising colour temperature on consumer purchase intentions, a questionnaire survey was provided. The questionnaire was elaborated based on the analysis and synthesis of scientific literature. Findings & Value added: The theoretical analysis substantiated the different influence of colours and colour temperature on consumer perception. Therefore, the assumption was made: all other parameters being constant, the colour temperature of an advertisement might have a different impact on consumer perception. The results of empiric research revealed the differences of the impact of colour temperature on consumer purchase decisions in terms of an attitude toward advertising and the brand, reported brand-related behaviour. The colour temperature related to insights for the enhancement of advertising effectiveness and guidelines for future research are provided.

scholarly journals Sustainability of Food Placement in Retailing during the COVID-19 Pandemic

2021 ◽  
Vol 13 (11) ◽  
pp. 5956
Author(s):  
Jelena Končar ◽  
Radenko Marić ◽  
Goran Vukmirović ◽  
Sonja Vučenović
Keyword(s):  
Supply Chain ◽  
Academic Research ◽  
Food Prices ◽  
Future Research ◽  
Retail Sector ◽  
Western Balkans ◽  
Skilled Workers ◽  
Empirical Survey ◽  
Definition Of ◽  
The Impact

This work aims to define the impact of different indicators on the sustainability of food placement in the retail sector, during periods of crisis and emergencies, such as the COVID-19 pandemic. An empirical survey conducted in the Western Balkans (WB) region showed that indicators such as developed infrastructure, consistency, and transparency of the supply chain, skilled workers, costs, food safety, food prices, energy consumption, and changes in consumer needs are statistically significant since they affect the sustainability of food placement in the retail sector. As food placement and the retail sector itself are inseparable from other participants in the food supply chain (FSC), an analysis was conducted at the level of all FSC sectors. The results showed some deviations viewed individually in the sectors of production, physical distribution, wholesale, and retail, and in selected Western Balkan countries. Based on the results obtained, the sustainability model of food placement in the retail sector has been defined. The model will serve as the basis for defining the set of measures and incentives that competent institutions and FSC management need to undertake, to minimize the impact of indicators that endanger sustainability. The originality of the study lies in the fact that it fills the research gap that exists in this subject matter in academic research and studies in the WB region. In addition, some indicators important for food placement have been precisely isolated, with the definition of the intensity of their impact, observed overall at the level of the entire FSC as well as by individual sectors. Guidelines and suggestions for future research are listed in the paper.

The effects of user generated content and traditional reference groups on purchase intentions of young consumers: A comparative study on electronic products

2021 ◽  
Vol 5 (4) ◽  
pp. 691-702
Author(s):  
Hala O. Al-Rawabdeh ◽  
Hamad Ghadir ◽  
Ghaith Al-Abdallah
Keyword(s):  
Purchase Intentions ◽  
User Generated Content ◽  
Future Research ◽  
Strong Impact ◽  
Reference Groups ◽  
Electronic Products ◽  
Young Consumers ◽  
Survey Strategy ◽  
Post Purchase ◽  
The Impact

This paper investigates the impact of post-purchase user generated content (UGC) and traditional reference groups on the purchase intentions for electronic products (e-products) among young consumers in Jordan. To achieve this, a descriptive methodology was adapted, with a quantitative approach and survey strategy utilizing a five-point Likert scale questionnaire distributed to 450 university and college students in Jordan. 400 filtered and screened copies underwent statistical analyses. SPSS version 21 was utilized to describe and analyze the data. The results revealed a strong impact of post-purchase UGC on purchase intentions of e-products among young consumers. The results also revealed that traditional reference groups have a lower significant impact on the purchase intentions of young consumers, indicating that young consumers rely on online communities more than they rely on family, friends, colleagues, and other social organizations. The findings are discussed with a view to their implications, with recommendations for future research.

scholarly journals Strategic company management in the digital business environment

2018 ◽  
Vol 26 (3-4) ◽  
pp. 82-91
Author(s):  
Mykola Gennadiyovych Nikolaev
Keyword(s):  
Strategic Management ◽  
Industrial Revolution ◽  
Design Method ◽  
Business Environment ◽  
Future Research ◽  
Digital Environment ◽  
Doing Business ◽  
Analysis And Synthesis ◽  
Modern Business ◽  
The Impact

Purpose – to analyze strategic company management in the digital business environment. Design/Method/Approach. General scientific methods are applied: systematization, comparison, generalization, analysis, and synthesis. Findings. The essence of strategic management and its significance to a company has been analyzed. The relationship between strategic company management and digital business environment has been elucidated. Basic trends for doing business in the digital environment have been defined. Theoretical implications. Theoretical significance of the research is in the advancement of opinion on the strategic company management in digital business environment. Practical implications. The practical value of the research is in the possibility of applying the results obtained by both international and domestic companies for strategic management in the digital business environment that emerged as a result of the Fourth industrial revolution. Originality/Value. The main trends of modern business in the digital environment have been identified. The choice of strategies of multinational companies has been identified, as well as the areas of their application in digital business environment. Research limitations/Future research. The prospects for further research are to study the strategic management of international companies and analyze the impact of digital business environment on their development. Paper type – theoretical.

The Persuasive Effect of Product Placements

2021 ◽  
Author(s):  
Ravineet Kaur ◽  
Rakesh Kumar Sharma ◽  
Apurva Bakshi
Keyword(s):  
Attitude Change ◽  
Emerging Market ◽  
Behavioral Responses ◽  
Purchase Intentions ◽  
Future Research ◽  
Mediating Role ◽  
Product Placements ◽  
The Impact ◽  
The Relationship

Abstract. Marketers are increasingly relying on covert advertising tactics to persuade consumers. This empirical study selected the context of an emerging market to examine the effectiveness of product placements. Using an experimental design, we captured the affective and behavioral responses of young Indian adults. The results indicated that young adults are positive about product placements. The mediating role of brand attitude change in the relationship between attitude toward product placements and purchase intentions is established. The study provides valuable insights into the impact of execution factors on viewers’ responses. Implications and directions for future research are discussed based on the results of this study.

The impact of representation media on customer engagement in tourism marketing among millennials

2019 ◽  
Vol 53 (9) ◽  
pp. 1988-2017 ◽  
Author(s):  
Kim Willems ◽  
Malaika Brengman ◽  
Helena Van Kerrebroeck
Keyword(s):  
New York ◽  
Purchase Intentions ◽  
Customer Engagement ◽  
Future Research ◽  
Target Market ◽  
Content Type ◽  
Tourism Marketing ◽  
Tourism Information ◽  
Travel Industry ◽  
The Impact

Purpose As online travel marketing is evermore gaining importance, in particular regarding the pre-purchase presentation of travel destinations, it is imperative to examine how various media can engage consumers. The purpose of this paper is to identify how three prominent virtual representation media in tourism marketing differ regarding their potential in engaging customers. In particular, the authors examine whether they differ in the levels of interactivity, vividness and telepresence they elicit; and the impact of these dimensions on flow, enjoyment and online purchase intentions. The authors hereby focus specifically on millennials, who represent an important target market for the travel industry and are hard to reach via traditional media. Design/methodology/approach This study presents a between-subjects experimental design comparing three virtual representation media portraying New York City, namely, photographs, 360° video and virtual reality (VR). The findings are analysed with ANCOVA analysis and PLS path modelling. Findings The findings reveal that various media indeed generate different levels of customer engagement. In particular, VR scores the highest on all dimensions, with interactivity having the largest effect on consumers’ perception of telepresence. Such higher levels of telepresence in turn positively affect purchase intentions via mediation through flow and enjoyment. Research limitations/implications Future research should examine whether these findings are impacted by moderators, like consumer characteristics (e.g. socio-demographics, personality traits) and destination types. Practical implications This study provides guidelines for tourism providers seeking to promote their sites in innovative and effective ways, in the anticipatory stage of the customer journey. Originality/value This study identifies interactivity as the most important driver for consumers’ perception of telepresence in the context of pre-travel tourism information. Moreover, the findings also reveal the mechanisms behind enhanced customer engagement via various media.

The impact of labour productivity on wages in Bulgaria, 2000-2017

SEER ◽  
2019 ◽  
Vol 22 (2) ◽  
pp. 217-224
Author(s):  
Lyuboslav Kostov
Keyword(s):  
Econometric Model ◽  
Labour Productivity ◽  
Value Added ◽  
Decisive Role ◽  
Technological Advance ◽  
Future Research ◽  
Gross Value Added ◽  
Starting Point ◽  
The Impact ◽  
Main Factor

In the post-crisis period, the traditional relationship between labour productivity and wages has been called increasingly into question as a result of recent changes in the labour-capital ratio. There is a growing public debate on this issue, but the available literature within Bulgaria has not, up to now, examined the link directly. This article reports the findings of a new study, specifically from the starting point that labour productivity is not a main factor in the dynamics of average wages in Bulgaria in the period 2000-2017. Through an econometric model, the author concludes that the impact of gross value added in terms of the change in average wages in Bulgaria has diminished as a result of the crisis; and that the dynamics of gross value added per employee do not play a decisive role in explaining the dynamics of average wages. The author points to the significance of this finding for future research, adding also that, at a time again of technological advance, innovation is likely to be one factor which further distorts classical understanding of the interdependence of labour productivity and wages.

scholarly journals Investigating Sustainable NGO–firm Partnerships: An Experimental Study of Consumer Perception of Co-Branded Products

2021 ◽  
Vol 13 (22) ◽  
pp. 12761
Author(s):  
Laura Therese Heinl ◽  
Anna Baatz ◽  
Markus Beckmann ◽  
Peter Wehnert
Keyword(s):  
Experimental Study ◽  
Sustainable Consumption ◽  
Informed Choice ◽  
Consumer Perception ◽  
Future Research ◽  
Human Consumption ◽  
Natural Habitats ◽  
Sustainable Products ◽  
Non Governmental Organizations ◽  
The Impact

With crises like climate change and degradation of the earth’s natural habitats, human consumption needs to become more sustainable to decrease humanity’s environmental footprint. Fostering sustainable consumer behavior by enabling consumers to make an informed choice for sustainable products is vital in changing human consumption for the better. To optimize consumers’ perception of sustainable products, companies can establish partnerships with environmental non-governmental organizations (NGOs). In practice, retailers and NGOs can engage in NGO–firm co-branding of sustainable products. Yet, little is known about the impact of this NGO–firm co-branding on consumer perception. We fill this gap based on a 2 × 2 × 2 experimental study. We test consumers’ trust, product and brand perception of co-branded sustainable products. Our study finds that NGO–firm co-branding has a significant positive effect on all the above. The effect is moderated by familiarity with the co-branding partnership and consumer attitudes. We discuss how those NGO–firm partnerships can be a useful tool to guide customers to more sustainable consumption choices. The results are discussed in light of sustainability communication and cross-sector partnership theory. We offer important insights for consumer perspectives on sustainability communication, business engagement of NGO–firm partnerships and develop future research ideas for consumer behaviour.

Brazilian Natura & Co: creating cosmetic powerhouse. Empirical evidence of competence-based synergies in M&A processes

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Andrejs čirjevskis
Keyword(s):  
Value Added ◽  
Annual Reports ◽  
The Arctic ◽  
Future Research ◽  
Content Type ◽  
Acquisition Process ◽  
Cultural Fit ◽  
Governance Systems ◽  
Market Value Added ◽  
The Impact

PurposeThis paper aims to operationalize and to test the ARCTIC (A – Advantage, R – Relatedness, C – Complexity of Competence, T – Time of Integration, I – Implementation Plan, C – Cultural Fit) framework to assess the prerequisites of competence-based synergy in the acquisition process. The current research provides new analyses of recent acquisitions in the global beauty industry where the ARCTIC framework was satisfied and where the ARCTIC model was NOT satisfied by decisive factors to get the acquisition's synergies. It allows readers to contrast two case studies and grasp how the framework works in greater detail.Design/methodology/approachThe current research relies on an extensive archival search that included financial statements, annual reports, internal documents, industry publications and CEO statements to get at a micro-level understanding. This boosts research data and the operationalization of the ARCTIC framework.FindingsThe research identified four steps for investigating whether core competence transfer in an acquisition process would be a source of competence-based synergies. The incorporation of real options into the synergy valuation measures market value-added arising from M&A deals.Originality/valueThe current paper contributes to theoretical and practical issues of global M&As as part of the existing literature of international business and strategic management. The impact on reciprocal synergies of agency problems, external interaction between CEOs in M&A deals, corporate governance systems and an executive compensation theory are promising areas of future research.

Electronic Word of Mouth (eWOM) and Makeup Purchase Intention Among Gen-Z Females

2021 ◽  
Vol 12 (2) ◽  
pp. 17-35
Author(s):  
Sheena Lovia Boateng
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Purchase Decisions ◽  
Electronic Word Of Mouth ◽  
Generation Z ◽  
Increasing Demand ◽  
The Impact ◽  
Practical Implications

Generation Z (Gen-Z) consumers have been averred to rely on electronic word of mouth (eWOM) for making purchase decisions and expect integrity in brand communication. A significant question bearing both theoretical and practical implications, however, is how the tendency of these consumers to associate brand image with brand integrity influences the impact of eWOM on their purchase intentions, which remains unanswered. Also, studies focusing on a specific gender of Gen-Z consumers are limited. Using the signaling theory and a survey, the study suggests that eWOM signals play a significant role in influencing purchase intentions among female Gen-Z consumers, as well as their perceptions of the brand image and the brand integrity of makeup brands. For female Gen-Z consumers, eWOM signals that enhance the perceptions of brand integrity and brand image tend to equally matter in their makeup purchase decision making. These findings have implications for an industry that is marked by increasing demand for transparency and responsible marketing communication.

The state of research on historically Black colleges and universities

2014 ◽  
Vol 8 (2) ◽  
pp. 89-111 ◽  
Author(s):  
Marybeth Gasman ◽  
Felecia Commodore
Keyword(s):  
Historically Black ◽  
Value Added ◽  
Black Colleges ◽  
Colleges And Universities ◽  
Student Diversity ◽  
Future Research ◽  
Historically Black Colleges ◽  
Content Type ◽  
The Impact ◽  
Black Colleges And Universities

Purpose – The purpose of this article is to examine the salient literature on historically Black colleges and universities (HBCUs) with an overarching goal of setting a future research agenda for scholars interested in these institutions. Design/methodology/approach – This literature review is organized into two main sections: strengths and challenges. To move HBCUs forward, scholars need an understanding of these institutions’ strengths as well as those challenges that lie ahead. Findings – The major strengths include the value-added nature of the education provided by HBCUs (i.e. the willingness of HBCUs to educate “at-risk” students); affordability in terms of tuition; community engagement; leadership training of future generations; Afrocentric curricula and a competitive yet supportive learning environment, which is particularly beneficial in the Science, Technology, Engineering and Math (STEM) fields; a focus on teaching; and faculty and student diversity. The first half of this paper will focus on these strengths. These same national experts identified the challenges as low retention and graduation rates; lack of financial resources (especially for student scholarships and attracting faculty), and competition from historically White institutions (HWIs); the need for sustainable administrative leadership; lack of marketing of HBCU success stories; the pressures of desegregation and holding true to mission; the challenge of producing future scholars who care about the needs of HBCUs; small endowment size; and the persistent gender gaps in student enrollment. The second half of this paper will focus on these challenges. Practical implications – In addition, by identifying the strengths and challenges, researchers can assist practitioners at HBCUs as well as those in the policy and funding arenas in better understanding the needs of HBCUs. Social implications – The research on HBCUs has grown substantially over the past 30 years. However, this body of research still has substantial gaps and holes. If filled, many of these gaps and holes would lead to stronger institutions, greater knowledge on the impact of HBCUs and enhanced learning experiences for HBCU students. Many young scholars are interested in studying HBCUs but are often discouraged: when they approach their advisor with the topic, they are told it is not important and that their career will be limited by the topical choice. There is a lack of support within sections of the HBCU community for research that might uncover weaknesses or not treat HBCUs in an entirely favorable light. We encourage those interested in pursuing research related to HBCUs to find mentors who will support them in their pursuits. Originality/value – Although some of these topics and subsequent suggestions involve taking on controversial issues, it is important for individuals affiliated with and who care about HBCUs to conduct this research before uninformed outsiders do it (Gasman, 2006). There needs to be a concerted effort from HBCUs, HBCU faculty, HBCU scholar – practitioners and HBCU allies – the “insiders” and the “outsiders” – to ensure those closest to HBCUs have the opportunity to share their own voice, rather than simply have others speak for them. HBCU leaders and organizations that ignore negative data and institutional challenges do so at their own peril.

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