A communication plan for a portuguese luxury multibrand: Stivali

The emerging of new technologies, the evolution of society and the new digital world’s age, are some of the main recent factors that affect any kind of economic sector. The Luxury sector is now strongly influenced by these, and some changes in the nature of the business are already happening. Moreover, luxury brands are facing some challenges in the adaptation of their strategies to the rigorous customer’s motivations and expectations. Hereupon, the focus will be in developing an innovative and effective Communication Plan proposal for a Portuguese luxury multibrand - Stivali. The main goal of this project is to increase Stivali’s awareness and knowledge, and create long-term relationships with clients. Furthermore, the project had in consideration these new trends in marketing communications, but also concerned in maintaining the high and exclusive status a luxury company requires. The literature review is based on academic articles which embrace overall studies concerning with two main subjects: communications and luxury. An internal and external analysis was conducted, in order to understand better the industry and the company in study. In addition, it was done an investigation close to luxury consumers to have a proper knowledge on how customers interact with luxury brands. Finally, the activities developed throughout the communication plan took into account all the research findings and were carefully suggested to meet Stivali’s main goals.O aparecimento de novas tecnologias, a evolução da sociedade e a nova era do mundo digital, são alguns dos principais e recentes factores, que afetam qualquer tipo de setor económico. O luxo é hoje, fortemente influenciado por estes fatores, e algumas mudanças na natureza do negócio já começam a acontecer. Para além disso, as marcas de luxo enfrentam alguns desafios na adaptação das suas estratégias às exigências dos consumidores, relativamente às suas motivações e expectativas. Posto isto, o foco será no desenvolvimento de uma proposta de um plano de comunicação inovador e eficaz, para uma multimarca de luxo portuguesa – Stivali. O principal objectivo deste projeto é aumentar o conhecimento da Stivali junto dos consumidores, e construir relações duradouras com os mesmos. No entanto, todo o projeto teve em consideração as novas tendências na comunicação, mas também a preocupação em manter o estatuto exclusivo e de alto nivel, exigido pela empresa. A revisão de literatura é baseada em artigos académicos que englobam estudos sobre dois assuntos principais: comunicação e luxo. Foi realizada uma análise interna e externa, com o intuito de compreender melhor a indústria e a empresa em estudo. Seguidamente, foi realizada uma investigação a consumidores de luxo, para adquirir um conhecimento apropriado sobre de que forma os consumidores interagem com as marcas de luxo. Finalmente, as atividades desenvolvidas no plano de comunicação tiveram em conta os resultados da pesquisa e foram cuidadosamente sugeridas a fim de atingir os principais objetivos da Stivali

Cultural changes and the impact of social influences in Saudi women's purchasing behaviour

The modern shopping environment in the capital city of Riyadh seems something of a contradiction to the casual observer. Since the proliferation of modern shopping centres and the relatively easy availability of western goods, the traditional conformation to the expectations of Saudi customers have changed considerably. In order to address these ever-changing dynamics in the Saudi shopping environment, the present research outlined the following three research objectives: 1) to understand the perceptions of Saudi women shoppers towards traditional and modern shopping centres; 2) to explore the nature and characteristics of Saudi women shoppers' apparel purchasing behaviour; and 3) to investigate the influence exerted by family members and friends on Saudi women shoppers' during the purchase of western apparel. This study focused on the examination of literature in the areas of consumer behaviour, specifically in exploring Saudi women's shopping behaviour towards apparel purchasing. These identified gaps in the extant literature points towards the influence of cultural changes, the impact of social influences on Saudi women's purchasing, and shopping behavioural patterns related to the proliferation of modern shopping centres in Riyadh. The present research investigated “how the introduction of modern shopping centres has an impact on the consumer behaviour of Saudi women and what are the influences exerted by culture and family on Saudi women shoppers' purchasing behaviour”, as these areas have been underexplored in the existing academic research. Therefore, the overarching aim of this research is to investigate the cultural changes and the impact of social influences on Saudi women's purchasing behaviour towards apparel at traditional and modern shopping centres in Saudi Arabia. In order to provide answers to the stated research objectives a qualitative research method was chosen. Saudi women shoppers undertook a qualitative in-depth interview at both traditional and modern shopping centres in Riyadh. The interviews set out to explore the impact of modern shopping centres on the consumption behaviour of women shoppers in Saudi Arabia. The views, opinions and perceptions of Women shoppers' were gathered and analysed in order to investigate the possible reasons for the success of the aggressive marketing of modern shopping centres. This analysis specifically aligned to understand the proliferation of high-priced prestigious/luxury goods and the impact of 'easy credit' purchasing arrangements within the Saudi society. This study confirmed the phenomenal uptake of high-end branded apparel impulsive purchasing by Saudi women shoppers from modern shopping centres in Riyadh. It is evident modern shopping centres have significantly influenced Saudi women shoppers' apparel purchasing behaviour, changing their overall perception of traditional shopping centres. Moreover, Saudi women shoppers tend to purchase more in modern shopping centres in comparison to the traditional shopping centres. Saudi women have a positive experience with modern shopping centres, which offered high-end apparel shops, clean restrooms, high quality services, advanced payment facilities, cafés, restaurants and places for functional and prestigious purposes. Whereas traditional shopping centres have a negative shopping experience, due to inadequate services and an uncomfortable environment for social interaction. Saudi women visited and shopped at traditional shopping centres only if they are alone or with family members, maintaining their position high amongst their friends and relatives. Influenced by primary reference groups to visit the most sophisticated and modern shopping centres Saudi women were influenced in their decisions related to purchasing expensive high-end apparel based on their friends' comments, fashion in season and current trends just to keep up their perceived position as high as their companions. The study offered some insights into observed relationships between purchasing behaviour changes and the impact of social influences in terms of proliferation of modern shopping centres in Riyadh. Six important changes involve ideologies, role of relatives and friends, shifts in needs, consumerism, the uncovering of female faces in modern shopping centres offering a place to exercise their freedom. These changes influenced by the increase of modern shopping centres where Saudi women could expose what they wear to others. Companies in the Saudi market should consider the unique characteristics of Saudi women consumers, the shift in their shopping orientations, and embrace the modern values emphasised by this segment for effective marketing of branded apparel. Saudi women expressed their affinity towards western apparel brands to ensure a high position amongst their relatives and friends in Saudi Arabia. They have clear desires and v needs for possessing high-ended apparel brands, which marketers engage with when targeting Saudi women or in designing and refining a brand image for upper-upper class people. This study revealed that friends would influence their purchases and decision-making process to buy only high-end fashion apparel from certain shops to maintain a positive position amongst their friends. Based on these findings, retail marketers and managers should focus on providing unique types of information and messages by identifying the above-mentioned sources when communicating their marketing messages to Saudi women. Future research should examine the relationships between cultural changes and the proliferation of modern shopping centres in Saudi Arabia and the subsequent impact on the traditional shopping centres. However, the findings obtained from this study cannot be generalised to other contexts, as this study focused only on Saudi women in Riyadh city in Saudi Arabia. The conclusion is based on a sample of Saudi women in Riyadh and specifically their apparel purchasing patterns. and cannot be applied to other countries. This study could be expanded by inclusion of variables related to shopping orientation, shopping motivation and product involvement

Mies luksustuotteen kuluttajana

Tutkimuksen aiheena on luksustuotteen määrittely ja mies luksustuotteen kuluttajana. Työ koostuu ensin luksustuotteen erityispiirteiden määrittelystä ja sitten kuluttamisen piirteistä. Tutkimuksen aihe heräsi omasta mielenkiinnosta ja työkokemuksesta. Suomalaisten kuluttajien asenteita luksusta kohtaan tai heidän määrittelyyn luksustuotteista ei ole paljoa tutkittu, varsinkaan miesten näkökulmasta. Luksustuotteiden kulutus ja luksusmarkkinat ovat muuttuneet globalisaation ja kulttuurien lähentymisen vuoksi. Luksustuotteet ja luksusbrändit ovat mielenkiintoinen tutkimuskohde, koska kuluttajat yhdistävät niihin sekä kuuluvuuden että erottautumisen tunteita. Kuluttajat tulkitsevat luksusta eriävillä tavoilla ja heijastelevat sen merkitystä tiettyyn aikaan, kontekstiin ja henkilökohtaiseen kulutuskokemukseen. Luksuksen käsite on siis suhteellinen ja subjektiivinen. Tutkimuksen tavoitteena on kartoittaa, millainen on luksustuotteen mieskuluttaja. Tutkimusongelmana on: millainen on mies luksustuotteen kuluttajana? Tutkimus tehdään miehistä, joita ei perinteisesti ole ajateltu luksuksen kuluttamisen kannalta tärkeänä, mutta heidän merkityksen luksustuotteiden kuluttajina voidaan nähdä korostuvan jatkuvasti. Tämän tutkielman tieteenfilosofinen lähestymistapa on abduktiivinen eli päättelyssä vuorotellaan teorian ja empirian välillä. Päättely siis etenee johtopäätökseen, joka on järkevä ja todennäköinen. Tutkielman empiria toteutetaan kvalitatiivisella haastattelulla, koska silloin pystytään kvantitatiivista helpommin selvittämään syitä ihmisten olemassaolosta sekä tutkimaan tarpeita, toiveita ja tunteita. Empiirisessä osuudessa toistuivat samat käsitteet kuin teoriaosuudessakin: eksklusiivisuus, laatu ja luksustuotteen toimivuus. Luksus-määritelmä oli siis tuttu myös haastateltaville. Kuluttajan täytyy kokea saavansa luksustuotteista enemmän hyötyä kuin mitä niiden kustannukset ovat ja tämä tuli esille myös empiriassa. Tekniset ominaisuudet nousivat tärkeiksi miehille luksustuotteiden kuluttamisessa. Lisäksi miesten luksustuotteiden kuluttajakäyttäytymisessä painottui hedonistiset arvot, kuten mielihyvän saaminen. Jokainen haastateltava mies antoi kuitenkin itsestään ainutlaatuisen kuvan luksustuotteiden kuluttajana. He siis toivat esiin, että jokainen kuluttaja on yksilö tarpeidensa ja toiveidensa kanssa

Emotional antecedents of customer loyalty in the formal retail industry of South Africa

Text in English with abstracts in Zulu and AfrikaansDespite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As Despite its substantial growth and contribution to the economy of the country, the South African retail industry is faced with various challenges, including customers’ changing buying habits and expectations, the evolution of e-commerce, the entry of giant retailers into the retail market, and the growing importance of the urbanised middle class and its potential purchasing power. This creates risks that are mostly beyond retailers’ control. Therefore, there is a general drive among retail brands to build customer loyalty in order to respond to these contemporary dynamics within the industry and, ultimately, enhance sustainability. It is noted from literature that current understanding of customer behaviour in the South African retail space is largely the result of rational behavioural measurement, while the subconscious behaviour of customers is often neglected. The study on which this thesis reports attempted to address this gap in the current knowledge base. The current study makes a novel contribution to knowledge in using complementary traditional and neuromarketing instruments in a sequential mixed method research design to measure verbal, non-verbal and physiological emotions, which indicate the key influential cognitive and emotive factors shaping shopping decisions. For a comprehensive understanding of customer behaviour, the study primarily explored the emotional antecedents of customer loyalty in the formal retail industry of South Africa. In order to explore and describe both retail brands and customers’ experiences regarding the drivers of retail brand loyalty, the empirical phase of the study adopted a sequential mixed method research design. This design comprised eight individual semi-structured interviews, which focused on and explored the fundamentals of behavioural and attitudinal loyalty within the context of a customer relationship management strategy. x Based on the findings emerging from the quantitative mall intercept survey with 300 retail customers, the study identified the motivating factors of greatest likelihood among customers that best explain retail brand loyalty, namely product quality, convenience of location, customer care, product variety and availability, as well as fair pricing. Furthermore, findings emerging from the inferential analysis (structural equation modelling, two-step cluster analysis, optimal scaling and multivariate binary regression analysis) showed that brand trust, brand affect and attitudinal loyalty are key predictors of behavioural loyalty. Additionally, customer loyalty differs depending on customer predisposition towards the major retail brands tested. In this regard, Pick n Pay, Massmart and Shoprite/Checkers recorded the most favourable perceptions among customers. As a complement to the quantitative research phase of the study, a Self-Assessment Manikin attitude measure was applied to a sample of 120 customers. This phase of the study highlighted pertinent emotional elements as key mediators in securing sustainable retail brand loyalty. In this regard, Woolworths and Pick n Pay recorded the most favourable perceptions on four stimuli, namely quality, customer rewards, customer care and brand logos. The study also applied eye tracking and galvanic skin response techniques to a sample of 10 participants to determine customers’ psychophysiological reaction to the four stimuli. Galvanic skin response findings showed that customers were especially engaged with Spar, Shoprite/Checkers and Pick n Pay, while eye tracking findings showed customers’ higher visual engagement with Shoprite/Checkers, Pick n Pay and Spar. A key overall finding of this study was the significant role of feelings and emotions in driving customer loyalty. Retail brands lose relevance when they fail to connect emotionally with customers, and without that emotional attachment, brands can easily be replaced by generic imposters. A comprehensive understanding of customer behaviour remains a quandary for marketing and business practitioners. In an attempt to address this limitation, the current study used insights from non-verbal attitudinal and psychophysiological measures to obtain a more comprehensive behavioural understanding of retail customers.Nakuba imboni yezitolo ezihwebayo yaseNingizimu Afrika ibonise ukukhula nokudlondlobala okukhulu futhi idlala indima esemqoka emnothweni wezwe, ibhekene nezinselelo eziningana futhi ezihlukahlukene, kubandakanya indlelakuthenga yamakhasimende eguquguqukayo kanye nalokho okulindelwe ngamakhasimende nezimfuno zawo, ukungenisa ngezinkani kwemboni yokuhweba nge-intanethi nobuxhakaxhaka bobuchwepheshe besimanjemanje, ukungena kwezitolo eziyizikhondlakhondla emakethe yezitolo ezihwebayo, kanye nokukhula kokubaluleka kwabantu abahlala emadolobheni abasesigabeni sempilo esimaphakathi kanye namandla abo okuthenga. Lokhu kudala ubungozi obuvamise ukuba ngaphezu kwamandla nolawulo lwezitolo ezihwebayo. Ngakho-ke, kunomkhankaso oqhutshwa yizitolo zonkana ezihlose ngawo ukwakha ubudlelwano namakhasimende kanye nokuqinisekisa ukwethembeka kwamakhasimende ukuze zikwazi ukumelana nezimo ezikhona esikhathini samanje embonini yezitolo ezihwebayo, futhi ekugcineni, ukuze zikwazi ukusimamisa ibhizinisi lazo liqhubeke njalo futhi likhule lidlondlobale. Kuphawulekile emibhalweni efundiwe ukuthi ukuqonda kanye nolwazi olujulile olukhona njengamanje mayelana nokuziphatha kwamakhasimende eNingizimu Afrika emkhakheni wezitolo ezihwebayo ikakhulukazi kuwumphumela wokukalwa kwezinga lokuthatha izinqumo ngobuhlakani nokwenza izinto emva kokucabangisisa, kepha-ke ngakolunye uhlangothi kuvamise ukushaywa indiva ukwenza izinto kwamakhasimende ngaphandle kokuqaphela nokucophelela futhi ngokuthathela izinto phezulu noma ngaphandle kokucabangisisa ngalokho akwenzayo. Lolu cwaningo okubikwa ngalo kulo mbiko wocwaningo luzamile ukubhekana naleli gebe elikhona njengamanje eliphathelene nokuntuleka kolwazi. Lolu cwaningo lwamanje lufaka isandla esinohlonze kanye nemibono ephusile olwazini olukhona, ngokusebenzisa amathuluzi asekelayo ajwayelekile kanye nalawo asebenzisa ubuchwepheshe bokukala ukusebenza kwengqondo, ngaphansi kwedizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo, ngenhloso yokukala imizwa ezwakaliswa ngomlomo, ngezenzo noma ngeminyakazo yomzimba, okuyinto ebonisa izimo nezici-bunjalo ezisemqoka futhi ezinomthelela omkhulu eziphathelene nokusebenza kwengqondo kanye nemizwa, okuyizona ezilawula izinqumo zamakhasimende eziphathelene nokuthenga. Ngenhloso yokuqonda ngokuphelele ukuziphatha kwamakhasimende, lolu cwaningo lwacubungula futhi lwahlaziya ikakhulukazi izici-bunjalo zemizwa elawula ukwethembeka kwamakhasimende embonini yezitolo ehlelekile yaseNingizimu Afrika. Ukuze kucutshungulwe futhi kuchazwe kokubili izinhlobo zezitolo kanye nezimo ahlangabezane nazo amakhasimende mayelana nezici-bunjalo ezenza amakhasimende athembeke esitolo esithile futhi athenge kusona ngaso sonke isikhathi, isigaba socwaningo esiphathelene nolwazi oluphathekayo nolubonakalayo sasebenzisa idizayini yocwaningo egxile kwindlela-kusebenza exubile yokwenza izinto ngokulandelana kwazo. Le dizayini beyibandakanya ama-semi-structured interviews enziwa nababambiqhaza bocwaningo abayisishiyagalombili, okuyizingxoxo ezabe zigxile ekucubunguleni ukwethembeka kwamakhasimende okuphathelene nokuziphatha kwawo kanye nendlela abuka ngayo izinto ngaphansi kwesimo seqhingasu lokuphathwa kobudlelwano namakhasimende. Ngokususela kwimiphumela eyatholakala kwinhlolovo ebandakanya abathengi abangama-300 okwaxoxiswana nabo ezikhungweni ezinenxanxathela yezitolo, ucwaningo lwahlonza izimo nezi-bunjalo ezikhuthaza futhi zihehe amakhasimende okuyizona ezingasetshenziswa ukuchaza kangcono ukwethembeka kwamakhasimende ezitolo ezithile, okuyikhwalithi yomkhiqizo, ukufinyeleleka kalula kwendawo lapho kutholakala khona isitolo, ukunakekelwa kwamakhasimende, imikhiqizo ehlukahlukene kanye nokutholakala kwayo, ngokunjalo namanani-ntengo angambi eqolo. Ngaphezu kwalokho, imiphumela eyatholakala ohlaziyweni lwezinqumo ezithathwe ngokubheka ubufakazi kanye nokuqonda okujulile (structural equation modelling, two-step cluster analysis, optimal scaling kanye ne-multivariate binary regression analysis) yabonisa ukuthi ukwethenjwa kohlobo lomkhiqizo, ukukhanga nokuthandeka komkhiqizo kanye nokwethembeka okuphathelene nendlela-kubuka kuyizibikezeli ezisemqoka zokuziphatha kwamakhasimende okuhambisana nokwethembeka emikhiqizweni ethile. Futhi ngaphezu kwalokho, ukwethembeka kwamakhasimende kuyehluka, futhi lokhu kuncike ekuhehelekeleni kwamakhasimende ezitolo enkulu ezihloliwe. Mayelana nalokhu-ke, abakwa-Pick n Pay, Massmart kanye nabakwa-Shoprite/Checkers yizona zitolo ezibonise ukuthandwa kakhulu ngamakhasimende. Njengendlela yokweseka nokunezezela phezu kwesigaba socwaningo olukhwantithethivu olwenziwe, kwasetshenziswa isikali sendlela-kubuka esibizwa nge-Self-Assessment Manikin kwisampula yamakhasimende ayi-120. Lesi sigaba socwaningo saqhakambisa izimo nezici-bunjalo eziphathelene nemizwa ezifanelekile njengezinto ezisemqoka kakhulu ekuqinisekiseni ukwethembeka kwamakhasimende esitolo esithile ngokuqhubekayo. Mayelana nalokhu, abakwa-Woolworths kanye nabakwa-Pick n Pay babonisa ukuthandwa kakhulu ngamakhasimende mayelana nezici-bunjalo ezihehayo futhi ezikhuthazayo ezine, okuyikhwalithi, imivuzo yamakhasimende, ukunakekelwa kwamakhasimende kanye nemibala egqamile, igama elidumile nezimpawu zesitolo. Ucwaningo lwasebenzisa futhi nezindlela zokucwaninga eziphathelene nokulandela umkhondo wamehlo amakhasimende kanye nezimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo, okuyizindlela zocwaningo ezasetshenziswa kubabambiqhaza bocwaningo abayi-10 ngenhloso yokuhlonza indlela-kusabela kwamakhasimende ephathelene nengqondo nomzimba kulezi zicibunjalo ezikhuthazayo futhi ezihehayo ezine ezishiwo ngenhla. Imiphumela yendlela yocwaningo ebheka izimpawu zemizwa yamakhasimende ezibonakala esikhumbeni semizimba yawo yabonisa ukuthi amakhasimende ahehelekela ikakhulukazi kwabakwa-Spar, Shoprite/Checkers kanye nabakwa-Pick n Pay, kanti ngakolunye uhlangothi imiphumela yendlela yocwaningo ebheka futhi ilandele umkhondo wamehlo amakhasimende yabonisa ukuheheka kwamehlo okuphakeme ezitolo zabakwa-Shoprite/Checkers, Pick n Pay kanye nabakwa-Spar. Umphumela omkhulu futhi osemqoka otholakale kulolu cwaningo yindima ebaluleke kakhulu edlalwa yimizwa ekukhuthazeni ukwethembeka kwamakhasimende. Izitolo zilahlekelwa yiwozawoza yazo kumakhasimende uma zihluleka ukuxhumana namakhasimende ngokwemizwa, futhi ngaphandle kwalokho kuxhumana ngokwemizwa nokuzwana, izitolo zingazithola kalula zisesimweni lapho indawo yazo isithathwe yizitolo-mbumbulu ezingosandanezwe. Ukuqondakala okuphelele kwendlela aziphatha ngayo amakhasimende futhi enza ngayo izinto kusalokhu kuyinkinga nesithiyo esikhulu kwizazi nezisebenzi ezenza umsebenzi wokukhangisa nokuqhuba ibhizinisi. Njengomzamo wokubhekana nalesi sithiyo, lolu cwaningo lusebenzise ulwazi nokuqonda okujulile okutholakale kwizikali zendlela-kubuka yamakhasimende kanye nezikali zesimo sengqondo nesomzimba samakhasimende ukuze kutholakale ukuqonda okuphelele futhi okujulile okuphathelene nokuziphatha kwamakhasimende athenga ezitolo kanye nendlela enza ngayo izinto.Ondanks sy stewige groei en aansienlike bydrae tot die landsekonomie, het die Suid-Afrikaanse kleinhandelsbedryf met verskeie uitdagings te kampe. Veranderinge in kliënte se koopgewoontes en verwagtings, groeiende e-handel, reusekleinhandelaars wat die kleinhandelsmark betree, die toenemende invloed van die verstedelikte middelklas en sy potensiële koopkrag is enkele hiervan. Dit gee aanleiding tot risiko’s wat grotendeels buite die beheer van kleinhandelaars is. As gevolg van die hedendaagse dinamiek in die bedryf, poog kleinhandelsmerke om kliëntlojaliteit te verstewig en hulle eie volhoubaarheid te verseker. Dit blyk uit die literatuur dat die kleinhandelsektor se siening van kliëntgedrag in Suid-Afrika op die meting van rasionele gedrag berus, en dat die onbewuste gedrag van kliënte verontagsaam word. Hierdie tesis doen verslag van ʼn studie om hierdie leemte in die huidige kennis te probeer aanvul. Dit lewer ʼn bydrae deur aanvullende tradisionele en neurobemarkingsinstrumente in ʼn opeenvolgende gemengde metode as navorsingsbenadering te gebruik. Verbale, nieverbale en fisiologiese emosies is gemeet aangesien hulle die kognitiewe en emotiewe faktore is wat inkopiebesluite bepaal. Hierdie studie het hoofsaaklik die emosionele antesedente van kliëntlojaliteit in die Suid-Afrikaanse formele kleinhandelsbedryf verken om ʼn grondige begrip van kliëntgedrag te kry. Ten einde kleinhandelsmerke en kliënte se ervarings van die drywers van kleinhandelsmerklojaliteit te beskryf en te verken, is ʼn opeenvolgende gemengdemetode-navorsingsontwerp gevolg. Dit het uit agt halfgestruktureerde, private onderhoude bestaan. Hierin is gekonsentreer op die grondslae van gedragsen houdingslojaliteit teen die agtergrond van ʼn kliënteverhoudingsbestuurstrategie. Op grond van die bevindings van ʼn kwantitatiewe winkelsentrumopname onder 300 kleinhandelskliënte, is die motiveringsfaktore met die grootste waarskynlikheid aangetoon. Hulle is produkgehalte, ʼn gerieflike ligging, kliëntesorg, produkverskeidenheid, beskikbaarheid en billike pryse, en bied die aanneemlikste verklaring vir kleinhandelsmerklojaliteit. Volgens die bevindings van die inferensiële ontleding (struktuurvergelykingmodellering, tweestaptrosontleding, optimale skalering en meerveranderlike binêre regressieanalise) is merkvertroue, merkaffek en houdingslojaliteit betroubare aanwysers van bedragslojaliteit. Afgesien hiervan verskil kliëntlojaliteit na gelang van kliëntpredisposisie jeens kleinhandelsmerke wat getoets is. Kliënte was vir vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) die ontvanklikste vir Pick n Pay, Massmart en Shoprite/Checkers. Aanvullend tot die kwalitatiewe navorsingsfase van hierdie studie is ʼn selfasseringsmodelhoudingmeting op ʼn steekproef van 120 kliënte toegepas. Hierdie fase het die aandag gevestig op pertinente emosionele elemente as sleuteltussengangers in die opwekking van volhoubare kleinhandelsmerklojaliteit. Vir die vier stimuli (naamlik gehalte, kliëntbelonings, kliëntesorg en merklogo’s) was kliënte se persepsies van Woolworths en Pick n Pay die gunstigste. Hierbenewens is oogvolg- en galvaniese velreaksietegnieke op ʼn steekproef van 10 deelnemers toegepas om hulle psigofisiologiese reaksie op die vier stimuli te bepaal. Die galvaniese velreaksietoetse het aangedui dat kliënte besonder ontvanklik was vir Spar, Shoprite/Checkers en Pick n Pay, en volgens die oogvolgtoetse visueel meer aangetrokke tot Spar, Shoprite/Checkers en Pick n Pay was. Hierdie studie het bevind dat emosies in die algemeen ʼn deurslaggewende rol in kliëntlojaliteit speel. Kleinhandelsmerke raak irrelevant as hulle nie ʼn emosionele band met kliënte smee nie. Sonder hierdie emosionele verbintenis kan generiese bedrieërs maklik die plek van kleinhandelsmerke inneem. Bemarkings- en sakepraktisyns het nie ʼn deeglike begrip van kliëntgedrag nie. Om dit reg te stel, het hierdie studie nieverbale houdings- en psigofisiologiese toetse toegepas om die gedrag van kleinhandelskliënte beter te begryp.Business ManagementD. Com. (Business Management

Disseny d'un model d'avaluació de resultats de l'activitat de màrqueting per a empreses competint al mercat català i amb relació contractual amb els seus clients

L’objectiu de la tesi doctoral és el de desenvolupar un model que permeti valorar de forma objectiva les actuacions en matèria de màrqueting portades a terme per una organització. Aquest model està constituït per un conjunt de variables descriptives i quantitatives, anomenades variables de control, juntament amb una metodologia de càlcul i un sistema d’indicadors integrat que facilita la traçabilitat de les inversions de màrqueting i explicita la relació causa-efecte entre aquestes i el valor generat per a l’organització. El model s’utilitza per a valorar dades reals d’organitzacions que operin al mercat català i que compleixin la condició de basar la relació amb els seus clients en un model contractual (com veurem més endavant, és inviable aplicar un model comú per a tot tipus d’empresa). L’objectiu, doncs, és la valoració de l’acompliment dels seus objectius en relació als seus actius de mercat (marca i valor de client) i la creació d’un model específic, no generalitzable, per a aquest tipus d’empreses. Un segon objectiu d’aquest treball és l’anàlisi de les principals publicacions especialitzades referents des d’un punt de vista global i local, proposant en primer lloc una terminologia clara en relació a l’activitat de màrqueting, l’acompliment dels seus objectius i la conceptualització d’actius de mercat, i analitzant, en segon, l’impacte d’aquests àmbits i la seva evolució en els últims quinze anys. Alguns estudis previs (Llonch et al., 2002; Ambler i Xiucun, 2003; entre d’altres) es centren a comparar empreses per sectors, funcionalitats i països. És probable, com apunta Llonch et al. (2002) al fer això, que casuístiques atribuïbles a diferències geogràfiques i nacionals es tractin erròniament com a empresarials. A tal efecte, aquest estudi elimina la variabilitat per país i sector (parcialment, aquest darrer), proposant un model acotat, tal com recomanen Ambler et al., (2001), Llonch et al (2002), entre d’altres, que pugui servir de referència en la metodologia i en la validesa conceptual, i no tant en els resultats del model en un context més genèric. Pauwels (2009) demostra la relació entre la creació d’un model predefinit de variables i la millora del càlcul de l’eficiència en la despesa en màrqueting, pel que la creació d’aquest model integrat té l’objectiu d’esdevenir una eina de Gestió del Rendiment Corporatiu (GRC, en endavant1) (Bauer, 2004) aplicada a la gestió de màrqueting i els seus actius. Aquesta particularització del GRC rep el nom de Gestió del Rendiment de Màrqueting (GRM, en endavant2) (Ambler, 2000) i el seu objectiu és el d’augmentar la usabilitat i faciliti la generació d’informació per a la presa de decisions de la línia directiva de les organitzacions. L’abast de la tesi és el de crear el model des d’una perspectiva d’avaluació de l’activitat de màrqueting per part de la línia directiva, i no pas el desenvolupament informàtic d’una eina de suport a la presa de decisions ja que això, com apunten diversos autors (Dover, 2004; Schiff, 2008) i es tractarà amb més profunditat en el capítol 5, implicaria un nivell de personalització per cada empresa que no és objectiu d’aquesta tesi.The thes is aims to develop a practical model to asses m arketing perform ance within an organization. The model is basically structured around control metrics both from a qualitative and quantitatve approach, together with an integrated system of key performance indicators that enables marketing accountability through different organisational divisions, thus stating a solid cause/effect relationship between marketing activities and the value created for the organisation. The aformentioned model is used to assess marketing activites for catalan com panies with a contract-based customer relationship. Final assessment includes also a dynamic valuation of the company's market as sets . A second objective of the thes is is to review the current state of the art of marketing assessment literature from specialized journals both from a global and a local pers pective, defining a comprehensive list of related terms about marketing performance measurement, market-asset description and valuation and an accurate analysis about its evolution throughout the last 15 years.Postprint (published version

Consumers’ Experiences of Luxury – Interpreting the Luxuriousness of a Brand

fi=vertaisarvioitu|en=peerReviewed

Fashion retailing – past, present and future

This issue of Textile Progress reviews the way that fashion retailing has developed as a result of the application of the World Wide Web and information and communications technology (ICT) by fashion-retail companies. The review therefore first considers how fashion retailing has evolved, analysing retail formats, global strategies, emerging and developing economies, and the factors that are threatening and driving growth in the fashion-retail market. The second part of the review considers the emergence of omni-channel retailing, analysing how retail has progressed and developed since the adoption of the Internet and how ICT initiatives such as mobile commerce (m-commerce), digital visualisation online, and in-store and self-service technologies have been proven to support the progression and expansion of fashion retailing. The paper concludes with recommendations on future research opportunities for gaining a better understanding of the impacts of ICT and omni-channel retailing, through which it may be possible to increase and develop knowledge and understanding of the way the sector is developing and provide fresh impetus to an already-innovative and competitive industr

Overall value assessment of luxury accessories brands: Antecedents and consequences from the perspectives of Gulf Arab tourists

This thesis was submitted for the award of Doctor of Philosophy and was awarded by Brunel University London.Marketing research indicates a robust industry for luxury brands with ever-increasing consumer demand. However, studies indicate no correlation between the booming luxury industry and the value of luxury as perceived by the consumers. Against the backdrop of growth in this industry and its contributions towards the economy of a nation, it is imperative to understand why consumers buy luxury accessories brands from an academic and managerial perspective. It is equally important to understand the reasons as to why consumers hold certain brands dear and how their perception of luxury affects their buying decisions. Previous market research done in this regard highlighted the need for luxury brand managers to adopt a focused approach when selling luxury goods. Consumers should be able to perceive certain value in the luxury accessories brand that justifies its high cost, especially during periods of economic recession. To obtain a quantifiable and sustainable competitive advantage, it is prudent for the luxury industry to investigate and analyse the consumer value of their products. Therefore, it is crucial to study the types of value required and their impact on consumer behaviour. To bridge this gap, the present study proposes generating an in-depth explanation of how consumers’ luxury value dimensions determine their overall luxury brand value in an accessories context. Subsequently, these influence their repurchase intention through direct and indirect routes, by establishing and testing an integrated model of the determinants and consequences of luxury accessories value from the perspective of Gulf Arab tourist. To meet the requirements of this research, a mixed methodology was deployed. This combined all quantitative and qualitative data, in a sequential manner, to deduce the results. An explorative qualitative phase was used at the preliminary level of research. This required various focus groups to set out the scope of the model and devise topics for the questionnaire. This was followed by a quantitative research phase that compiled and evaluated all data generated from the self-administered questionnaires. Hypothesis testing was estimated using Structural Equation Modelling (Smart Partial Least Square (PLS) v.3) on 397 Gulf Arab tourists who have an experience in luxury accessories. The results confirm that Gulf Arab tourists consider emotional, social, self-identity, relational and financial value when developing their overall value of luxury accessories. Effectively, this shapes their repurchase intention only indirectly through brand trust and preferences. The uniqueness of this research is elicited from being the first to use the theory of consumption values to construct a model that uncovers overall value for luxury accessories brands and tests its influence on repurchase intentions. This model develops the narrow view of consumption-value theory in terms of the value components that affect only consumption choice decisions. The research model cultivates this view by integrating a set of value components as a basis on which to explain consumer preferences and purchase decisions for luxury accessory brands. Thus, the theory of consumption values may go beyond choice decisions to include behavioural outcomes. In addition, this study reiterates the experimental view of consumption, as proposed by Holbrook and his colleagues. The study states that cognitive and affective components work in collaboration to determine the overall value of luxury accessories brands. The research provides supplementary data to the assumptions of the traditional rationality models. Combined with such models, this research intends to enhance the prediction of the value of consumer luxury accessories. Methodologically, the existing empirical research relies on small student samples, used conventionally in similar studies. Consequently, a significant number of respondents lacked the necessary purchase experience, essential for this research. However, the present research contributes by using actual consumers of luxury accessories brands; thereby, enhancing the validity of the empirical findings. Another significant contribution of this research is the use of a mixed-methods approach to understanding consumer behaviour. This allowed the researcher to obtain a better understanding of the Consumer Value theory within the context of luxury accessories, branding and endorsements. The qualitative and quantitative aspects of such consumer values have never been explored before. Therefore, this research anticipates providing a benchmark for all future research under the same topic. Pragmatically, regarding emotional, social, self-identity, relational and financial dimensions, marketers will be able to base their selling strategies based on this model. Furthermore, it facilitates the improvement of purchase value for their luxury accessories and help them target consumers in different market segments. Consumers may differ with respect to their perceived values for luxury commodities, but prefer a prticular luxury brand to satisfy their emotional and cognitive needs. This model is also useful from a market position, while enhancing the overall Marketing efficiency for luxury accessories. Alternatively, luxury accessories brand managers will be required to build strong brand value and a continual relationship with their consumers to prevent them from searching for and investing in alternate brands and substitutes; thereby encouraging cross-shopping