Editorial

Citation

Leventhal, R.C. (2012), "Editorial", Journal of Consumer Marketing, Vol. 29 No. 7. https://doi.org/10.1108/jcm.2012.07729gaa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 29, Issue 7

Discovery in the marketplace is an achievement that both individuals and corporations are expending large amounts of time and money so as to gain a competitive advantage. Marketers are engaged in a global challenge in their efforts to seek a better understanding of what interests the consumer, as well as ascertaining what is the most cost-effective and efficient method of winning consumer acceptance and loyalty. We have found that a standardized marketing strategy may not be applicable in all markets. Change is a constant that must be accounted for.

Ya and Janda examine behavioral intentions toward purchase of energy-efficient products utilizing the theory of reasoned action framework. So as to maximize use of financial resources, companies marketing energy efficient products need to focus more on enhancing consumer attitudes toward their brands and spend relatively less on efforts to educate consumers about using energy efficient appliances in general. Informational ads that clearly illustrate energy saving consequences of their specific brands of products will be an effective marketing approach.

Carrete, Castano, Felix, Centeno and Gonzalez engage in research so as to gain a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of merging economies. Policy makers and marketers are advised to build on collaborative efforts in order to facilitate comprehension and adoption of environmentally friendly behaviors and green products. Provide affordable lower-priced alternatives for he low-income segments of the market, which constitute the vast majority of the population in emerging economies.

Blumrodt, Bryson and Flanagan examine the concept of brand management as it applies to the professional football clubs (soccer in North America). Metrics of brand performance need to be up-to-date and include contemporary issues such as corporate social responsibility (CSR) as a reflection of consumer expectations. The authors found that professional football clubs may be different from other types of businesses; a football clubs’ involvement in community activities influences brand image and customer behavior. The sport entertainment industry requires a specific type of brand management and customer perceived ethicality has to be an integral part of the approach.

Cui, Wajda and Hui examine today’s global marketplace where consumers are constantly making purchase decisions amongst products from different country of origins. It is important to explore how varying levels of animosity affect a consumers’ choice of products from different countries. The authors examine consumers and their animosity toward two different countries of origins, their purchase intentions of these products, and their ethnocentric tendencies. Insights from this study may aid the global marketing manager in their attempts to succeed in the [global] marketplace/

Chikweche and Fletcher argue that firms need to reconsider application of the conventional marketing mix at the bottom of the pyramid because variables exist that impact differently on the interaction between firms and consumers at the bottom of the pyramid. Primarily, marketing managers could implement a variety of strategies to enhance the way they engage with customers in the bottom of the pyramid market. Marketers may also increase their partnerships with existing social networks.

Chan and Ng investigated dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. A typology based on the dimensions was developed and its ability to predict brand relationships variables was examined. Understanding the unique characteristics of the clusters and the similarities and differences among them can enhance the targeting of marketing communication to adolescent girls, including the selection of celebrity presenters and visual images.

Lysonski, Durvasula and Madhan examine the dramatic changes in the economic liberalization that has taken place in India since 1992. Their research provides an historical analysis to determine if consumer attitudes towards marketing practices and consumerism in India have changed measurably from 1990 to 2009. The Indian marketplace is operating in a much more open and uncontrolled way since liberalization. Businesses must heed some of the results of this study and continue to pursue practices that consumers see as fair and transparent. These consumer perceptions could be used for decision making by both consumer welfare advocates and public policy makers as well.

Yip, Chan and Poon attempt to identify the common attributes of the physical retail outlets favored by Hong Kong youths. The authors also try to assess the relative importance of “hard and “soft” aspects of the retail marketing mix in appealing to this consumer segment. The author’s results reinforce the conclusion that Hong Kong retailers need to emphasize sales training and management in order to create an appealing shopping experience for young consumers.

In this issue of the JCM you will also find our Book Review section as well as our Internet Currency review.

Richard C. Leventhal