Emerald | Journal of Consumer Marketing | Table of Contents

Editorial-JCM 30.5

literatinetwork@emeraldinsight.com (Richard C Leventhal) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Not available.

Preference-Inconsistent Information and Cognitive Discomfort: A Cross-Cultural Investigation

Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Purpose - This study examines cultural differences between Easterners and Westerners in processing preference-inconsistent information. The focal question addressed is: When faced with negative information about their preferred alternative, do Easterners and Westerners respond differently? If yes, how do these differences impact purchase intentions?Design/methodology/approach - 102 students from a major Korean university and 96 students from a major Canadian university participated in the study. The experiment involved reading fictitious but realistic product reviews about a new car model and responding to survey questions.Findings - Compared to Eastern consumers, Western consumers are affected differently by preference-inconsistent information. They experience a greater level of cognitive discomfort, exhibit a stronger motivation to reduce that discomfort, and attempt to resolve the conflict between their original preference and inconsistent information. These factors lead to a significant reduction in their purchase intentions.Research limitations/implications - The use of student subjects may limit the generalizability of the study’s findings.Practical implications - Marketers can benefit by knowing that negative information about a product (as, say, in an online review) does not have a uniform effect across cultures. Consumers in Eastern cultures are more capable of handling negative information without reversing their product preferences. Western consumers, however, will strive to resolve the conflict by either changing their preference or discounting the review. Negative reviews are likely to be more damaging in Western cultures.Originality/value - This study is the first attempt at examining the effect of cultural differences on processing preference-inconsistent information. Understanding culture-based differences in information processing can help global marketers create a more nuanced marketing strategy.

THE BRAND RECALL INDEX: A METRIC FOR ASSESSING VALUE

Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Purpose - Purpose: In this article the Brand Recall Index (BRI) is discussed as an easily implementable marketing metric to assess the brand equity for any brand specific to an identified segment. Design/methodology/approach - Design/methodology/approach: Two quasi-experimental timed surveys were conducted to assess the robustness of the Brand Recall Index (BRI) Findings - Findings: Findings demonstrate assessment potential of the BRI Research limitations/implications - Research implications/Limitations: The study demonstrates the viability of BRI as a managerial measure; however, it does not necessarily demonstrate downstream nomological validity. Future research could address the influence of changing mindshare, as uncovered by BRI, on market share for a brand. paper Practical implications - Practical Implication: Ongoing assessment of BRI will enable brand managers to track a brand’s evolving mindshare in identified segments and allow them to take corrective action Originality/value - Originality/Value: This paper develops an easily implementable index to measure brand value-an intangible yet critical asset for any firm.

Developing Marketing Strategies to Increase Vegetable Consumption

literatinetwork@emeraldinsight.com (Jean Catherine Darian, Louis A. Tucci) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Purpose - This study examines factors that influence consumption of vegetables in the United StatesDesign/methodology/approach - Discrete choice methodology is used to measure to the relative importance of health benefits and other attributes when choosing food to be eaten at home, cluster analysis to identify segments, and analysis of variance to analysis differences between clustersFindings - The results show that, for food in general, nutrition and impact on weight are more important than value for money, ease of preparation and taste. However, for vegetables, while the nutrition and weight benefits are very positive factors, taste, cost and ease of preparation inhibit consumption. Results of the cluster analysis suggest that marketing strategies should be adapted for different consumer segments.Research limitations/implications - The sample size is fairly small – 250 Practical implications - The results can be used to help food marketers increase consumption of vegetablesOriginality/value - Discrete choice analysis has not previous been used in studies of this topic.

Gift-giving Among Adolescents: Exploring Motives, The Effects of Givers' Personal Characteristics and the Use of Impression Management Tactics.

literatinetwork@emeraldinsight.com (RUTH SEGEV, Aviv Shoham, Ayalla Ruvio) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Purpose - Previous research on impression management explored motives, the use of impression management tactics and the influence of personality characteristics on the tendency to engage in impression management. The purposes of this research are to examine gift-giving behavior among adolescents based on the building blocks of impression management theory, the ways that personality characteristics motivate gift-givers to engage in active and defensive impression management and how the use of impression management tactics (i.e., similarity-conformity and target-enhancement) are reflected in their gift-giving behavior. Design/methodology/approach - A convenience sample of 141 adolescences was used in a quantitative study. Self-report questionnaires were distributed to adolescents of different ages (13-16), with students from diverse social strata. Students were asked to recall a recent peer gift-giving experience and to refer to it when answering the questions which covered motives for gift-giving, personality characteristics, and the characteristics of the gift. Findings - Our study show that personality characteristics such as public self-consciousness, self-monitoring, and self-esteem are positively related with gift-giving motives. Additionally, gift-giving motives are positively related with the use of similarity-conformity and target-enhancement tactics. Finally, the use of impression management tactics reflect adolescents' special characteristics, such as their tendency towards conformism, important role of peers in their lives, and their high need to protect and nurture these social resources. Originality/value - This research explored the instrumental role of gift-giving among adolescents and contributes to the exiting literatures on gift-giving, impression management, and adolescents’ consumed behavior.

Brand extension feedback effects: Towards a mediated framework

literatinetwork@emeraldinsight.com (Abhishek Dwivedi, Bill Merrilees) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Purpose - Brand extension attitude is a key antecedent of consumers’ reciprocal evaluations of parent brand equity. Traditionally, the link from brand extension attitude to change in parent brand equity is modeled as a direct path, potentially obfuscating any underlying processes. The current research proposes that the impact of brand extension attitude on change in parent brand equity materializes via change in parent value equity perceptions of a parent brand.Design/methodology/approach - A conceptual model is developed, positioning change in parent value equity as a mediator of the effect of brand extension attitude. The model is estimated on a sample of 888 Australian consumers using a cross-sectional self-administered survey. Drawing upon actual industry dynamics, a hypothetical scenario of Australian supermarkets extending into the banking sector is used as stimulus. Findings - The research model demonstrates acceptable fit to data, confirming most hypotheses. Change in parent value equity mediates the effect of brand extension attitude on change in parent brand equity. Rival model comparisons however reveal that a partial mediation scenario is better represents feedback effects. The research model is suitably modified to include an additional path. Practical implications - The current study broadens the scope of brand extension feedback effects from parent brand equity to additionally include parent value equity. Practitioners can now envision brand extensions as simultaneously impacting multiple facets of a parent brand, not previously considered. Originality/value - The current research explicates an underlying process of how consumers’ extension-derived attitudes are converted into revised parent brand equity evaluations. Such an insight is novel in the literature.

Marketing in the Round

literatinetwork@emeraldinsight.com (Kirk Hazlett) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Not available.

The Hidden Wealth of Customers: Realizing the Untapped Value of your Most Important Asset

literatinetwork@emeraldinsight.com (Francisco Conejo) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Not available.

Real-Time Marketing & PR

literatinetwork@emeraldinsight.com (Kirk Hazlett) — Fri, 26 Jul 2013 00:00:00 +0100

Abstract

Not available.