Editorial

Citation

Leventhal, R.C. (2007), "Editorial", Journal of Consumer Marketing, Vol. 24 No. 6. https://doi.org/10.1108/jcm.2007.07724faa.001

Editorial

Never let it be said that the study and understanding of the human condition that we refer to as consumer behavior is a concept that could be easily understood. In prior years, we could look at a marketplace and make some assumptions that may or may not have worked out as well as we had planned for. However, today with a market that is fragmented into segments that are continually evolving, in markets around the world, we have to stop and try to understand what elements are affecting a consumer’s desire to try and/or buy a product or service. Several years ago, marketers considered the fact that perhaps with a “global brand” attracting new consumers might not be that difficult. But the marketplace has changed and so must marketing strategies that consider the consumer.

Gamliel and Herstein examine how framing a particular brand, either in positive or negative terms, may actually affect a consumers’ willingness to buy private brands. The authors found that consumers’ willingness to buy private brands was higher when the information was presented in negative (loss) framing relative to presenting the very same information in positive (save) framing. This could have a definite impact on efforts to achieve consumer acceptance of private brands.

Andersen, Tufte, Rasmussen and Chan present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. The authors report that adoption and consumption of new media are motivated differently in cultures of individualism and collectivism, and consequently the tween consumer segment is not as globally homogeneous as it is claimed to be. This study may serve as a guideline for marketing communication targeting tweens.

Chattalas and Harper explore the effects of hybrid cultural identity on the fashion clothing behavior of Hispanic (particularly later aged) teenage girls. The authors examine differences in need for uniqueness and family referent influence between Hispanic and non-Hispanic teenagers. The relevant impact of the acculturation process is also considered. Results of this study may be applied in terms of trying to appeal (via advertising) to both groups of teenagers.

Tingchi, Huang and Minghua investigate the relationship among attractiveness of athlete endorsers, match-up and consumers’ purchase intention embedded in the China context. The authors report that no matter the attractiveness (high, middle or low, the high-endorser product match up could produce higher purchase intention than the low endorses product match up could. The authors conclude that companies which are sports related should do their best to choose highly attractive athlete endorsers with outstanding performance(s) and good morality to increase consumers’ purchase intention.

Rowley reports a case study analysis of a major retail loyalty strategy in the UK with a view to exploring how loyalty schemes could be used to add brand value. The author posits that current research on loyalty strategies are too preoccupied with the relationship between loyalty and loyalty schemes and the design of rewards. Through a case study analysis of the reward scheme of a major UK retailer, the author demonstrates the way in which loyalty schemes can be used to enhance and tailor an organization’s offering, and thereby enhance customer value and loyalty.

Included in this issue you will also find our Misplaced marketing section, as well as a Book reviews, Computer currency and Internet currency.

Richard C. Leventhal