Editorial

Citation

Leventhal, R.C. (2010), "Editorial", Journal of Consumer Marketing, Vol. 27 No. 6. https://doi.org/10.1108/jcm.2010.07727faa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 27, Issue 6

What generates consumer interest in a particular product and/or service? This is a basic question that must be addressed, from a global perspective, if a company is to not only penetrate a market but is determined to succeed in that given market. Many times this information is not as easy to obtain, or it may be more complex than originally thought to be. Given the fact that consumers in various countries experience cultural forces that will affect their purchase decisions, these marketing efforts may be stymied or poorly designed, which would cause a company to experience higher (marketing) costs or the absence of a definite competitive advantage. There appears to be no easy answer as to how you can succeed with consumers in the marketplace.

Seidenfuss, Kathawala and Dinnie deal with the emerging are of the product research stream and reflecting trends towards multi-national production and sourcing. Specifically, the authors present a three-country study on perceived quality and image of automobiles “made in and for” Southeast Asia. Marketing managers need to make strategic decisions on the decomposition of product origin cues, reflecting consumers’ abilities to notice several such cues. The selected product origin cues must then be supported with appropriate communication strategies.

Te’eni-Harari and Hornik examine which variables influence product involvement among young people. This study explored five variables: age, subjective product knowledge, influence of parents, influence of peers and product category. The authors’ findings expand the existing knowledge about young consumers’ behavior patterns and show that the existing models provide a partial picture, Furthermore, the product-involvement variable must be seen as a basis for market segmentation of the younger population. It is necessary to carefully create segments that examine the different product-involvement levels among each age group.

Ong, Kitchen and Chew use conjoint analysis to examine how Malaysian consumers would make decisions regarding a consumer durable product – namely room air conditioners – under multi-cue situations. The authors suggest that it is important to capitalize upon consumer durables intrinsic qualities, and the need to carefully consider the relationship between price and quality. The authors also present a simulation exercise in which indigenous and external competitors could take advantage of market opportunities.

Albaum and Wiley assess consumer perception of extended warranties that are marketed by the manufacturer for an independent service provider as applied to the purchase of a computer by mail catalog, telephone ordering, or the internet. The authors also found that although an independent service company provides service, consumers believe it to be provided by the manufacturer.

Viswanathan, Torelli, Yoon and Riemer examine English as second language (ESL) consumers in the USA. Specifically, the authors focus on consumers who are literate in their native country, yet akin to “fish out of water” due to language difficulties and unfamiliarity with the marketplace. The study further relate to cognitive predilections, decision making, and emotional trade-offs as well as coping strategies of ESL consumers.

Clarke and McAuley examine parental evaluation of popular name brands to be given as gifts at Christmas and the sources used to gather information about brands. This study spans the value sets of two generations. The promotion of toys is primarily directed toward children who develop desires, expectations and values that are different from those values and attitudes of parents. Research into parental Christmas giving ascertains the value of children’s brands to parents.

Moosmayer and Fuljahn examine cause-related marketing from the perspective of consumer’s perception of a firm’s behavior, consumer goodwill toward the CRM campaign, and consumer attitude to product. Donation size has significant influence on consumer goodwill toward the CRM campaign and on consumer perception of the benefit to a non-profit organization. The impact of donation size is rooted in external perceptions, and partly moderated by gender. Results imply that CRM campaigns promise to be particularly suitable for promoting products to women. When addressing men, small donations appear to be sufficient.

Cho and Wang examine two culturally different countries regarding the acceptance of online customization of an apparel product. The results identified similarities and differences between US and Taiwanese respondents in the acceptance of online apparel customization, with this information, marketers should ascertain ways for introducing online apparel customization in different cultures.

In this issue you will also find our marketing observation section, as well as our informative book reviews.

Richard C. Leventhal