Editorial

Citation

Leventhal, R.C. (2013), "Editorial", Journal of Consumer Marketing, Vol. 30 No. 7. https://doi.org/10.1108/JCM-09-2013-0722

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 30, Issue 7

The challenge that marketers face today is not merely quantifying their markets, but ascertaining information that is both relevant and meaningful to their consumers, so that an effective marketing strategy can be designed and successfully implemented. This concept applies globally, and is not easily achievable. With changing technology, and the constant shifting of consumers perceptions and values, very little can be taken for granted in terms of assuming that a particular marketing strategy will work. Thus, it is most important to acquire a better understanding of not only what the consumer desires, but also what certain products/services appeals to the consumer.

Kachersky and Lerman explore consumer perceptions of marketing and test the malleability of these perceptions. The authors indicate that US consumers generally see marketing as something that is bad for them, but good for businesses. However, this symmetry disappears when market performance is communicated with a consumer perception. Marketers aim to create ongoing relationships with consumers based on value exchanges, yet consumers do not see such value exchanges. They see the value of marketing for business, but not for the consumers themselves. By being more cognizant of how marketer performance is discussed, marketers can overcome such perceptions and build better relationships with consumers.

Gendel-Guterman and Levy apply the personal involvement approach to store brand products’ buying proneness. The authors formulate a conceptual framework integrating three types of relevant consumer vales: functional involvement, symbolic involvement and economic involvement, along with two well established mediating variables, and two consumer characteristics as exogenous variables. This means that retailers should not try to communicate economic value of their products, but should also encourage consumers to compare and evaluate the functional attribute of the store brands. For the social-symbolic consumers, retailers should employ different products’ quality layers and different appealing brand names.

Cholette, Ozluk, Ozsen and Ungson examine the idea that the growing presence of foods that are labeled “locally/ecologically produced” leads us to ask how many consumers consider the impact of their food purchases. Do they value local/ecologically produced food sufficiently to drive their purchasing behavior, even if such foods are more costly? Can consumer segments be identified and, if so, what are their characteristics? While a small price conscious segment exists across all indicators, the majority of consumers do place value on locally/ecologically labeled foods. Switchers may evolve into deep green consumers.

Jose and Buchanan survey working poor who are microfinance borrowers, examining their perceptions of customer satisfaction and corporate social responsibility. Dissatisfied poor would prefer to buy elsewhere, even if they feel the seller to be socially responsible. However, attitudes and behaviors of the firm’s agents convey low CSR. Microfinance customers were sensitive to customer service. Service quality was also significantly related to their perceptions of CSR.

Leonard and Katsanis describe the development and validation of a two-dimensional scale measuring prescription drug brand personality as identified by consumers. The authors demonstrate the potential of using brand personality as an effective positioning and differentiation tool. But the authors also indicate that the development of promotional campaigns designed to build an emotional appeal and attachment to a prescription brand may be subject to ethical scrutiny.

Valentine and Powers provide a segment characterization of Generation Y using the VALS typology and provide insights into the media habits of this population. The authors report that there are three primary Generation Y segments: the experiencers, strivers, and achievers. These three groups also have significant differences in media habits by both VALS segments and gender.

In this issue you will also find our Book Review section.

Richard C. Leventhal