The Effectiveness of Celebrity Endorsement on Purchase Behavior: Do Celebrities Raise The Bar?

Research on the interplay between celebrity endorsers, high-low pricing, and quality has not been examined in the literature. This raises the question of whether celebrity endorsement can compensate for the effect of low prices on consumer quality perceptions. Across two studies, one using archival data and one using an experiment, we find evidence that the presence of celebrity endorsers can offset the effect that a low price has on consumer quality perceptions. Further, willingness to purchase is higher for a low-priced product endorsed by a celebrity. These findings have implications for marketing theory and practice

Riding the subscription box wave: Understanding the landscape, challenges, and critical success factors of the subscription box industry

The subscription box e-commerce industry has experienced tremendous growth over the last 5 years. Given the growing size of the industry, this business model warrants the close attention of firms currently offering subscription services as well as companies considering entering this industry. This article presents a detailed overview of the subscription box industry and proposes a framework—the four Cs—for understanding subscription offerings. It identifies challenges and opportunities facing this industry, and it provides managers with guidance in the form of five tenets on how to navigate the subscription box economy

The Role of Prior Sales Experience of Buyers and Duration in Buyer-Seller Relationships

This paper examines the impact that a buyer’s prior sales experience and the duration of the buyer-salesperson relationship has on the satisfaction and commitment linkages established within the literature. First, two key facets of satisfaction (social and economic) are linked to buyer’s commitment to the salesperson. Next, buyer-salesperson relationship duration is examined as an influencer between the satisfaction and commitment linkages. Following this, the study shifts its focus to examine if and how buyers with prior sales experience view the buyer-salesperson relationship different than buyers without prior sales experience. Findings of the study highlight the importance of developing our understanding of buyer-salesperson relationships with regards to multi-faceted satisfaction, buyer background, and relationship length

Increasing business-to-business buyer word-of-mouth and share-of-purchase

Purpose – This study aims to examine the satisfaction-loyalty framework on word-of-mouth communications (WOMC) and share-of-purchases in situations where business-to-business (b-t-b) buyers have a relationship with both the salesperson and the selling firm. Design/methodology/approach – This study uses an online panel to examine respondents with b-t-b purchasing authority for their given firm. Lisrel 8.52 was used to examine the proposed structural model. Findings – This study finds that satisfaction, loyalty and WOMC with regards to the salesperson directly impacts satisfaction, loyalty and WOMC with the selling firm, respectively. Also, the study finds that certain levels of buyer satisfaction and loyalty impact post purchase behavior and spending. Research limitations/implications – Several contributions emerge from the proposed model to advance relationships within b-t-b markets by examining methods in which salespeople can directly influence their company’s financial outcome in the form of increased customer spending; examining methods for increasing buyers’ WOMC; expanding the current body of knowledge examining the buyer–selling firm relationship as two unique, but related, relationships; and further revealing the dichotomy between consumer markets and b-t-b markets. Originality/value – This research authenticates the need to examine satisfaction, loyalty and WOMC from a multi-level perspective in b-t-b environments. Further, the understanding of share-of-purchases is advanced

Understanding marketing resources and size in agro-based enterprises

PURPOSE : Using firm-level data from small- to micro-sized agro-based enterprises located in developing Africa, the purpose of this paper is to employ a resource-based marketing model to explain financial and nonfinancial organizational performance outcomes. The moderating effect of firm size on the structural inter-linkages between customer retention orientation, eBrand promotion and the organizational performance outcomes is also explored. DESIGN/METHODOLOGY/APPROACH : Partial least squares path modeling approach was the analytical method for data analysis purposes. FINDINGS : The data support the assumption that marketing resources as well as the moderating influence of firm size play a strong role on the agro-based enterprise performance. ORIGINALITY/VALUE : This study widens the context of inquiry on agro-based enterprise performance to include developing economies in Sub-Saharan Africa. The value of the paper rests in its intent to offer small- to micro-sized agro-based businesses in emerging markets more practical ways to enhance their performance.http://www.emeraldinsight.com/loi/miphj2018Gordon Institute of Business Science (GIBS

DPS 2.0: on the road to a cashless society

While cash will eventually become a thing of the past, marketing researchers have given little attention to the rise of cashless markets and the obstacles and opportunities they present. In fact, research that addresses the strategic approach to planning, coordinating, and executing the cashless adoption and experience for consumers is scant. To stimulate discussion and scholarly investigations into marketing’s contribution toward the evolution of cashless economies, this Idea Corner presents a research agenda that delineates the role of DPS 2.0, a new era of digital payment systems, in fueling the demonetization process. We offer that, compared to traditional payment systems (DPS 1.0), DPS 2.0 provides consumers and merchants cashless, virtual, automated, flexible, faster, and interoperable (The ability of DPS 2.0 systems to be compatible and operable across providers, software, and payment portals) means of payment. However, the promise of DPS 2.0 is clouded with concerns of opportunism, security, and fraud. This paper outlines these issues and provides corresponding future research opportunities within five areas of DPS 2.0 (digital wallets, cryptocurrency, virtual currency, facial recognition, and mobile payments)

Multisource Commitment to Suppliers and Salespeople

Answering the call for research on sales force interactions with channel-of-distribution members, this study examines buyers\u27 relationships with both salespeople and suppliers within a multisource procurement setting. Using 171 respondents, buyers\u27 perceptions of commitment, satisfaction, and commitment are examined. Findings suggest that buyers depend heavily on how they perceive both their salespeople and their suppliers. As a result, a buyer\u27s perception of the salesperson\u27s and supplying firm\u27s commitment will greatly impact the buyer\u27s level of satisfaction and commitment to the relationship. Furthermore, the relationship the buyer has with his or her salesperson will, in part, transfer to the supplier