Editorial

Citation

Leventhal, R.C. (2014), "Editorial", Journal of Consumer Marketing, Vol. 31 No. 4. https://doi.org/10.1108/JCM-03-2014-0886

Editorial

Article Type: Editorial >From: Journal of Consumer Marketing, Volume 31, Issue 4

As of this issue, I will relinquish being Editor of the Journal of Consumer Marketing (JCM). Over the years, I have had the good fortune of working with many individuals in my capacity as an Editor. When I assumed this position, the JCM was in its infancy. Through the hard work of many individuals who served as contributors, members of the Editorial Review Board, sub-Editors, practitioners and academicians, I can only say that this journey has been a most prolific and thoroughly enjoyable experience that has made a definite positive impact in my life. I have watched the JCM attain a most respected place within the realm of peer-reviewed journals, and to this, I can only say thank you. I am very fortunate, as many of those who have participated with me on my journey have now become valued friends. I look forward to seeing many more accomplishments for the JCM.

Lysnoski examines psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and US brands and intention to buy US brands. The goal was to understand what forces drive global and US brand preference. Multinational firms wishing to grow revenues of their US brands and global brands in China must be attuned to the social aspects of positioning their brands. The implications show that brand relevance, social demonstration and reference groups can be used for positioning of global and US brands. Since Chia is a collectivist society. Using appeals that establishes a brand’s desirability or relevance and its ability to allow users to socially demonstrate the brand to reference groups is likely to work well.

Nasir and Karakaya examine profiles of consumers in organic food market segments and determine their attitudes toward organic food consumption. Consequently. The authors explore whether there are differences among these consumer segments in terms of their health orientation. Socially responsible consumption, environmental responsibility, and values and lifestyle. It is important for marketers to understand organic food segments so that they can target them with the appropriate marketing mix.

Krishnan, Machleit, Kellarus, Sullivan and Aurand examine an individual trait (musical intelligence) that should discriminate reactions to music. The authors examine an original three-component conceptualization of musical intelligence, propose a measurement scale and then present evidence of construct validity. They also discuss potential applications of the scale in personality research.

Raggio, Leone and Black investigate whether brands have a definite impact on consumer evaluations across various brand benefits, and whether the said effects are stable over time or evolve in a consistent manner. Brand managers can use the results to cater their messages to more strongly emphasize either overall brand information or detailed attribute-specific information, depending on the consumer segment or key benefit in question. This research also offers insights for the kind of information managers should communicate for brands trying to extend into new categories.

Beneke and Zimmerman explore the effect of store image and perceived price on the consumers’ perception of private label brands. The study took place in Cape Town, South Africa, and the results suggest that perceived price is a powerful influencer in the process. However, the role of store image was seen to be less obvious. This study upholds the view that price is a key driver in building private label brands but questions the popular belief that store image automatically adds value in fostering goodwill toward the brand.

Cui, Fitzgerald and Donovan examine country-of-origin (COO) affects from the theoretical angle of extended self and “otherness”. This study provides a unique angle which leads to deeper understandings of COO effects which augments the traditional match hypothesis. Specifically, COO effects are stronger the smaller one’s extended self (greater animosity and then ethnocentrism, less acculturation), and that wrongdoings are interpreted in light of self (i.e., reaction to an adverse act is stronger when “others” commit the act).

Rotted presents a rather unique perspective, as it pertains to academic journals.

Content is not always king, and the method chosen by some authors is questioned in terms of how they have been able to arrive at their findings/conclusions. The author presents a “wake-up call” for those who seek to have their research published. It is information which should be carefully considered.

In this issue, you will also find our book review section.

Richard C. Leventhal