Editorial

Citation

Leventhal, R.C. (2006), "Editorial", Journal of Consumer Marketing, Vol. 23 No. 5. https://doi.org/10.1108/jcm.2006.07723eaa.001

Editorial

Can you assume that even if you have had a good track record of creating a successful marketing strategy, that your efforts will not only continue to provide you with increasing sales, but also that you will also market from a position of strength? At times, a company begins to fall into this pattern, and then has to begin to play catch up with its competition. Yes, it is important to have very relevant data as they concerns those consumers who are using/consuming your products/services, but it is also extremely important to understand how your consumers also interact with each other, as well as the rest of the marketplace. And, if you are a player in the global marketplace, then it is of the utmost importance to be able to accomplish this as it concerns your consumers in those countries that you have a physical presence in. Admittedly this is no easy task, but not to do so may not yield the positive results that you are seeking.

Aqueveque investigates the influence of the consumption situation on the use of extrinsic cues, such as price and expert opinion, in the assessment of different types of risk that is associated with the purchase decision. The findings of this research indicate that you should consider the complex effects of price on the assessment of risks related with a purchase, and the effect of the consumption situation on the process. Also, you should use positive expert opinions in both your advertising and point-of-purchase material.

Lin and Chen explore the influence of the country-of-origin image, product knowledge and product involvement on the consumer purchase decision. The authors found that these elements did indeed have a significantly positive effect on consumer purchase decisions. The authors selected Taiwan, China and the USA for this study and focused on catering services and the insurance industry.

Podoshen explored if there are differences between American Jewish consumers and American non-Jewish consumers in the use of word-of-mouth and brand loyalty in response to the purchase of durable goods (automobiles). The author also examined if there is a difference in the use of word-of-mouth and brand loyalty among American Jews with differing levels of acculturation. The author’s finding’s helps us to better understand the context of brand loyalty in terms of looking at ethnic groups.

Clarke explores and measures the involvement of parents as its concerns Christmas gift giving and giving branded items as gifts. The author indicates that it is important for parents to give (Christmas) gifts, and that traditional measures of involvement require modifications that reflect semantic issues as well as reliability and validity issues

In our Case study section, you will find a most insightful presentation on some very important evolutionary trends that may have an important influence on your consumer loyalty efforts.

Also, please be certain to read our Book review, and Computer currency sections.

Richard C. Leventhal