The relationship between attitude and behavior : an empirical study in China

Purpose &ndash; The purpose of this paper is to examine the effects of attitude towards behavior, subject norm and perceived behavioral control (PBC) on a Chinese subject\u27s evaluation of a tertiary education program.Design/methodology/approach &ndash; This study adopts a 3 (country-of-origin) by 2 (location) between-group factorial design. The Theory of Planned Behavior (TPB) is used as a framework to understand the intentions of the Chinese subjects concerning their enrollment in an offshore program.Findings &ndash; Results show that a subject\u27s attitude towards behavior, subject norm and PBC had a significantly positive relationship with the subjects\u27 enrollment intentions irrespective of the country-of-origin (COO) of an education program. However, results also indicate that the significance of the three components on enrollment intention is contingent on which country the offshore program is from.Practical implications &ndash; The findings of this study can help foreign education institutions develop a good understanding of the education market in China.Originality/value &ndash; This study is one of the few studies that have adopted the TPB, the widely used psychology theory, in the Chinese context.<br /

Modelling e-commerce customer reactions. Exploring online shopping carnivals in China

This research investigates customer reactions by exploring satisfaction(SAT), complaints(CC) and loyalty(CL) in an online shopping carnival(OSC) context in China. Expanding the American Customer Satisfaction Index(ACSI) model by including e-commerce corporate image(ECCI) next to customer expectations(CE), perceived quality(PQ), perceived value(PV), SAT was determined, while CC and CL were estimated based on SAT. For estimating CL, ECCI was added. 300 valid questionnaires were collected from Chinese shoppers with OSC experience. The research hypotheses were tested through Confirmatory Factor Analysis and Structural Equation Modelling. The results prompt five key paths influencing SAT and CL. No significant impact on and of CC was identified. ECCI significantly impacted on CC, SAT and CL. This study provides in the context of OSCs a new research perspective of customer reactions, centred on satisfaction, emphasising the role of image on expectations, satisfaction and loyalty, and incorporating customer complaints to quantify negative aspects of shopping experience in determining customer loyalty. E-commerce companies should deliver unforgettable customer experience through building a long-lasting image, offering consistent quality and delivering clearly-delineated value, as antecedents of satisfaction and loyalty. The model can be further expanded by exploring the consequences of customer loyalty on potential buying behaviour, focusing on purchasing intention and recommendations

The role of media in sponsorship decision making during Covid-19 : a Malaysian perspective

COVID-19 has impacted not only human lives, but also business organisations. The repercussions of the pandemic on global businesses include sustaining the value of a firm that could benefit stakeholders, such as the challenge for sponsored properties to attain sponsorship through a period of financial struggles and the capacity of a sponsor to provide it. It is imperative for business-to-business (B2B) communities to evaluate criteria and risks of sponsorship to instil public trust and consequently result in value creation for firms. At the same time, the role of the media is pivotal to create visibility of this partnership and achieve set sponsorship aims. With that said, the objective of this study is to explore the role of sponsorship decision making by Malaysian organisations during the pandemic and how the media have strengthened relationship marketing between businesses and their stakeholders; by examining the determinant factors of using media as an activation in sponsorship and the criteria of using media in sponsorship. The qualitative study conducted interviews with 13 corporate communication and marketing managers in Malaysia that are involved directly with sponsorship activation. The findings highlight the sponsorship ecosystem through the Malaysian media and B2B perspectives that would guide practitioners in making strategic decisions on B2B sponsorship matters, particularly on the relational approaches and media engagement should be seen as part of good business conduct. Future recommendation of this research is to seek the perceptions of consumers on the congruence of relationship marketing through sponsor-sponsored properties collaboration in Malaysian media

Marketing in Asia Pacific: integrating theory with practice

The East Asian economy has grown from 5.4% of the world trade in the mid-1970s to almost 20% by the beginning of this century. At present, the total GDP of the 13 East Asian countries (10 ASEAN + China, Japan and Korea) is almost USD 7 trillion. Asia is also where more than 3 billion inhabitants live. Together they speak several hundred languages and dialects, and the region is characterised by a cultural, political, economic and social diversity far greater than anywhere else in the world. Marketing in Asia must surely remain an uphill battle for most international marketers. Searching for knowledge about the social and cultural behaviour of these inhabitants must first be undertaken before attempting to penetrate the market. With hundreds of languages, dozens of religious values and customs, it is advisable to know the market first before walking these minefields of multifaith Asia. Knowing why the Koreans like to sample everything before purchasing, and why cash refund is the most preferred sales promotion technique in Shanghai would be an important piece of information to most marketers. Is speed an important attribute in purchasing a car among the female Asian consumers? Why do Chinese consumers prefer their eggs weighed, while the Malaysians bought them by the dozens? Do we know what advertising messages are effective for selling personal care products and in which local market? Why women in Korea think age 27 and below is considered young? I can go on and on, but the thrust of my message is acquiring knowledge and integrating knowledge with practice.UnpublishedNon Peer ReviewedCrosier, K., (2004), How effectively do marketing journals transfer useful learning from scholars to practitioners?, Marketing Intelligence and Planning, vol. 22, no. 5, pp. 540-556. Marshall, R. S., Nguyen, T. V. and Bryant, S. E. (2005), ‘A dynamic model of trust development and knowledge sharing in strategic alliances’, Journal of General Management, vol. 31, no. 1, pp. 41-57. NZ Marketing Magazine (2003), ‘Think again: why experiential marketing is the next big thing’, Sept., pp. 8-15. O’Driscoll, A. and Murray, J. (1998), ‘The changing nature of theory and practice in marketing: on the value of synchrony”, Journal of Marketing Management, vol. 14, no. 5, pp. 391-416. Ottesen, G. G. and Gronhaugh, J., (2004), ‘Barriers to practical use of academic marketing knowledge’, Marketing Intelligence and Planning, vol. 22, no. 5, pp. 520-530. Perley, C. (2005) “Time to reconnect the theory and practice”, Otago Daily Times, September 23

Marketing in Asia Pacific: integrating theory with practice

The East Asian economy has grown from 5.4% of the world trade in the mid-1970s to almost 20% by the beginning of this century. At present, the total GDP of the 13 East Asian countries (10 ASEAN + China, Japan and Korea) is almost USD 7 trillion. Asia is also where more than 3 billion inhabitants live. Together they speak several hundred languages and dialects, and the region is characterised by a cultural, political, economic and social diversity far greater than anywhere else in the world. Marketing in Asia must surely remain an uphill battle for most international marketers. Searching for knowledge about the social and cultural behaviour of these inhabitants must first be undertaken before attempting to penetrate the market. With hundreds of languages, dozens of religious values and customs, it is advisable to know the market first before walking these minefields of multifaith Asia. Knowing why the Koreans like to sample everything before purchasing, and why cash refund is the most preferred sales promotion technique in Shanghai would be an important piece of information to most marketers. Is speed an important attribute in purchasing a car among the female Asian consumers? Why do Chinese consumers prefer their eggs weighed, while the Malaysians bought them by the dozens? Do we know what advertising messages are effective for selling personal care products and in which local market? Why women in Korea think age 27 and below is considered young? I can go on and on, but the thrust of my message is acquiring knowledge and integrating knowledge with practice.UnpublishedNon Peer ReviewedCrosier, K., (2004), How effectively do marketing journals transfer useful learning from scholars to practitioners?, Marketing Intelligence and Planning, vol. 22, no. 5, pp. 540-556. Marshall, R. S., Nguyen, T. V. and Bryant, S. E. (2005), ‘A dynamic model of trust development and knowledge sharing in strategic alliances’, Journal of General Management, vol. 31, no. 1, pp. 41-57. NZ Marketing Magazine (2003), ‘Think again: why experiential marketing is the next big thing’, Sept., pp. 8-15. O’Driscoll, A. and Murray, J. (1998), ‘The changing nature of theory and practice in marketing: on the value of synchrony”, Journal of Marketing Management, vol. 14, no. 5, pp. 391-416. Ottesen, G. G. and Gronhaugh, J., (2004), ‘Barriers to practical use of academic marketing knowledge’, Marketing Intelligence and Planning, vol. 22, no. 5, pp. 520-530. Perley, C. (2005) “Time to reconnect the theory and practice”, Otago Daily Times, September 23

Managing an effective promotion campaign: lessons from retail advertisers in New Zealand, Portugal and Hungary

The full text of this item is available only via the related link.The present study considers how clothing and shoe retailers in New Zealand, Portugal and Hungary manage promotion campaigns and looks at the objectives that are most important to these retailers as well as the marketing activities that are undertaken to reach these objectives. Change-of-season sales are found to be the most frequently used sales type by the retailers studied and these sales are linked with objectives of moving a volume of stock and activities such as co-ordination of media across all forms. Secondary sales types include Christmas and general sales, and these are linked with other promotional objectives and activities such as increasing profit and dollar sales, and stock management.PublishedPeer ReviewedBitran, G., Caldentey, R., Monschein, S. (1998), "Coordinating clearance markdown sales of seasonal products in retail chains", Operations Research, Vol. 46 No.5, pp.609-24. Bobinski, G.S., Cox, D., Cox, A. (1996), "Retail ‘sale’ advertising, perceived retailer credibility and price rationale", Journal of Retailing, Vol. 72 No.3, pp.291-306. Groebner, D.F., Merz, C.M. (1990), "Solving the inventory problem for the sale of seasonal merchandise", Journal of Small Business Management, Vol. 28 No.3, pp.19-26. Lazear, E.P. (1986), "Retail pricing and clearance sales", The American Economic Review, Vol. 76 No.1, pp.14-32. Mantrala, M.K., Tandon, M.K. (1994), "An implementable approach for optimizing department store markdown decisions", Stores, Vol. 76 No.4, pp.RR1-RR6. Mulhern, F.J., Padgett, D.T. (1995), "The relationship between retail price promotions and regular price purchases", Journal of Marketing, Vol. 59 No.4, pp.83-94. Pashigian, B.P. (1988), "Demand uncertainty and sales: a study of fashion and markdown pricing", The American Economic Review, Vol. 78 No.5, pp.936-53. Pashigian, B.P., Bowen, B. (1991), "Why are products sold on sale? Explanations of pricing regularities", The Quarterly Journal of Economics, Vol. 106 No.4, pp.1015-38. Pascal, C-H.L. (1999), "Timing of seasonal sales", The Journal of Business, Vol. 72 No.4, pp.545-72.. Smith, A., Sparks, L. (2000), "The role and function of the independent small shop: the situation in Scotland", International Review of Retail, Distribution and Consumer Research, Vol. 10 No.2, pp.205-26.. Varian, H. (1980), "A model of sales", The American Economic Review, Vol. 70 No.4, pp.651-9.. Warner, E.J., Barsky, R.B. (1995), "The timing and magnitude of retail store markdowns: evidence from weekends and holidays", The Quarterly Journal of Economics, Vol. 110 No.2, pp.321-52

Differing views and use of integrated marketing communications — findings from a survey of New Zealand small businesses

The full text of this item is available only via the related link.The purpose of this study is to examine how small businesses (ie owner-managers) view integrated marketing communications (IMC), its associated advantages and barriers to adopting this new marketing paradigm. This is undertaken by exploring clothing and shoe retailers’ perceptions of several specific combinations of promotion tools. The study will concentrate on respondents’ awareness of the IMC concept, regardless of whether they utilise the concept or not. Pleasingly, these small New Zealand businesses are equally as aware as large corporations of the benefits of adopting an IMC approach. This is despite a plethora of claims that small businesses do not have the manpower and specialist skill to integrate their marketing communications. The paper concludes by discussing the various advantages of and barriers to adopting an IMC approach and the implications for small businesses.PublishedPeer ReviewedArmstrong, J. S. and Overton, T. S. (1977) ‘Estimating Non-response Bias in Mail Surveys’, Journal of Marketing Research, 14, 396–402. Arens, W. F. (1996) Contemporary Advertising, 6th edn, Irwin, Chicago. Australian Bureau of Statistics (1999) Retailing in Australia, ABS, Canberra. Beard, F. (1996) ‘Integrated Marketing Communication: New Role Expectations and Performance Issues in the Client–Ad Agency Relationship’, Journal of Business Research, 37, 207–215. Belch, G. E. and Belch, M. A. (1998) Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, 4th edn, Irwin, Chicago. Cameron, A. and Massey, C. (1999) Small and Medium-Sized Enterprises: A New Zealand Perspective, Addison Wesley Longman New Zealand, Auckland. Chang, D.-R., Hahn, M. and Ik-Tae K., (1991) ‘Consumer Response to Coupons with Advertising in a Pretesting Context’, Working Paper, Yonsei University, Seoul, Korea. Cook, W. A. (1997) ‘Integrated Marketing Communications — Performing Together’, Journal of Advertising Research, 37(5), 5. Davidson, S. and Ewing, M. T. (1997) ‘Integrated Marketing Communications: An Exploratory Investigation of Industry Practices and Perceptions in Australia’, Curtin Business School Working Paper, 1–16. Dilenschneider, R. L. (1991) ‘Marketing Communications in the Post-advertising Era’, Public Relations Journal, 17(3), 228. Duncan, T. R. and Everett, S. E. (1993) ‘Client Perceptions of Integrated Marketing Communications’, Journal of Advertising Research, 33(May/June), 30–39. Eagle, L., Hyde, K., Fourie, W., Padisetti, M. and Kitchen, P. (1998) ‘Revisiting the Concept of Integrated Marketing Communications: Contrasting Perceptions Between Marketers and Advertising Agency Executives’, paper prepared for 3rd International Conference on Marketing and Corporate Communication, University of Strathclyde, Glasgow. Ewing, M. T., de Bussey, N. and Ramaseshan, B. (1997) ‘The Power and Politics of Integrated Marketing Communications’, Curtin Business School Working Paper, November, 1–18. Fam, K. S. (1997) ‘A Strategic Approach as a New Paradigm in Promotion Management’, unpublished PhD thesis, University of Newcastle, Australia. Fam, K. S. and Brito, P. (2000) ‘A Bi-national Analysis of Promotion Strategies used by Retailers in New Zealand and Portugal’, in McNaughton, R. B. and Cavusgil, T. (Eds) Developments in Australasian Marketing, part of the Advances in International Marketing Series, Ch. 5, JAI Press, Greenwich, CT, 61–75. Fam, K. S. and Merrilees, B. (1996a) ‘Integrated Marketing Communications in Hong Kong Retailing’, in Proceedings of the 10th Australian Marketing Educators’ Conference, Adelaide, South Australia, 32–54, Elsevier Science Ltd. Fam, K. S. and Merrilees, B. (1996b) ‘Determinants of Shoe Retailers’ Perceptions of Promotion Tools’, Journal of Retailing and Consumer Services, 3(3), 155–162. Fam, K. S. and Merrilees, B. (1999) ‘Small and Medium Sized Retailers’ Promotion Strategies in the Asia Pacific Region — A Comparative Study’, Journal of Enterprising Culture, 7(2), 179–196. Fawcett, A. W. (1993) ‘Marketers Convinced: Its’ Time Has Arrived’, Advertising Age, 8th November, S1–S2. Kotler, P. (1996) Principles of Marketing, 7th edn, Prentice Hall, Englewood Cliffs, NJ. Kuczynski, A. (1992) ‘Beyond Advertising, Towards Integration’, Marketing, 13, 50–53. Linton, I. and Morley, K. (1995) Integrated Marketing Communications, Butterworth-Heinemann, Oxford. McGraw-Hill Corporation (1987) ‘Salespeople Contact Fewer than 10 per cent of Purchase Decision Makers over a Two-month Period’, LAP Report No: 1029. 3, McGraw-Hill, New York. Mooij, M. (1994) Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising, 2nd edn, Prentice Hall, New York. Moretti, P. (1994) ‘Telemarketers Serve Clients’, Business Marketing, April, 27–29. Moriarty, S. E. (1994) ‘PR and IMC: The Benefits of Integration’, Public Relations Quarterly, 39 (3), 38–44. Morrill, J. E. (1970) ‘Industrial Advertising Pays Off’’, Harvard Business Review, March/April, 4. Phelps, J. E., Harris, T. E. and Johnson, E. (1996) ‘Exploring Decision-making Approaches and Responsibility for Developing Marketing Communications Strategy’, Journal of Business Research, 37, 217–223. Rotzell, K. B. (1991) ‘New Advertising Is Old’, Advertising Age, 2nd September, 16. Schultz, D. E. (1993) ‘Integrated Marketing Communications: Maybe Definition is the Point of View’, Marketing News, January, 27, 17. Schultz, D. E. (1995) ‘IMC is a Great Idea, but Does it Have the ‘‘Legs’’?’ Marketing News, 29(22), 43. Schultz, D. E. (1996a) ‘Problems that Practitioners Have with IMC’, Marketing News, 30(23), 11. Schultz, D. E. (1996b) ‘Why Don’t They Understand’, Marketing News, 30(19), 14. Kim Shyan Fam Journal of Small Business and Enterprise Development 213 Schultz, D. E. (1996c) ‘The Inevitability of Integrated Communications’, Journal of Business Research, 37, 139–146. Schultz, D. E. and Kitchen, P. (1997) ‘Integrated Marketing Communications in US Advertising Agencies: An Exploratory Study’, Journal of Advertising Research, 37(5), 7–18. Statistics NZ (1998) ‘Actual Retail Sales by Month’, Retail Trade Survey – August 2000: www.stats.govt.nz. Statistics NZ (2000) ‘More Young People Work Part Time’, Young New Zealanders Series: www.stats.govt.nz. Stephens, D. L., Hills, R. P. and Bergman, K. (1996) ‘Enhancing the Consumer–Product Relationship: Lessons from the QVC Home Shopping Channel’, Journal of Business Research, 37, 147–153. Stewart, D. W. (1996) ‘Market-back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success’, Journal of Business Research, 37(3), 147–153. Tortorici, A. J. (1991) ‘Maximising Marketing Communications through Horizontal and Vertical Orchestration’, Public Relations Quarterly, 36, 20–22. Tynan, K. (1994) Multi-channel Marketing: Maximising Market Share with an Integrated Marketing Strategy, Probus, Danvers, MA

Determinants of shoe retailers' perceptions of promotion tools

The full text of this item is available only via the related link.This study is concerned with the retailers' perceptions of promotion tools, and with what determines their perceptions. The database is based on the application of postal questionnaires involving 104 retail stores located in the eight capital cities of Australia. The importance of in-store promotional activities is clearly evident in that the top three promotion tools, as perceived, are all in-store tools. This reflects the importance of in-store purchasing. Promotion intensity was found to be the most important determinant; cultural disposition only has a minor effect. The study also found that very different promotional mixes were used, depending on whether the retailers used a low-cost, differentiation or focus retail strategy.PublishedPeer ReviewedBond, M H, Kwok, L and Kwok, C W (1983) 'How does cultural collectivism operate? The impact of task and maintenance contributions on reward distribution' Journal of Cross-Cultural Psychology 13 (2) 186--200 Brady, D L, Mills, I and Mendenhall, K D (1989) 'A binational analysis of marketing programmes used by small retailers in Great Britain and the US' International Journal of Retailing 4 (5) 27-38 Belch, G E and Belch, M A (1995) Introduction to Advertising and Promotion: An Integrated Marketing Communications Perspective, 3rd edn Richard D Irwin, Chicago, IL Burnett, J (1993) Promotion Management Houghton Mifflin, Boston Hofstede, G (1980) Culture's Consequences: International Difference in Work Related Values Sage, London Hofstede, G (1983) 'National culture in four dimensions' International Studies of Management and Organization 13 (2) 46--74 Jobber, D, Hooley, G and Sanderson, S (1985) 'Marketing in a hostile environment: the British textile industry' Industrial Marketing Management (February) 35-41 Jones, J P (1990) 'The double jeopardy of sales promotions' Harvard Business Review 68 (5) 145-152 Kinsey, J (1987) 'Marketing and the small manufacturing firm in Scotland: findings of a pilot survey' Journal of Small Business Management (April) 18-25 Lusch, R F and Dunne, P (1990) Retail Management South Western Publishing Company, Cincinnati, OH McIntyre, P (1995) 'Direct marketing: the way ahead' Australian Financial Review (31 October) 44 Miller, D (1986) 'Configurations of strategy and structure: towards a synthesis' Strategic Management Journal 7 233-249 Nowak, G J, Cameron, G T and Krugman, D M (1993) 'How local advertisers choose and use advertising media' Journal of Advertising Research 33 (6) 39-49 Nunnally, J (1978) Psychometric Theory McGraw-Hill, New York Otnes, C and Faber, R J (1989) 'An examination of variables influencing local advertiser media selection' in Rotzoll, K B (ed.) Proceedings of the 1989 Conference of The American Academy of Advertising American Academy of Advertising, pp RC57-RC62 Porter, M E (1980) Competitive Strategy Free Press, New York Rossiter, J R and Percy, L (1987) Advertising and Promotion Management McGraw-Hill, New York, p 13 Scherer, F M (1980) Industrial Market Structure and Economic Performance Houghton Mifflin, Boston Shapiro, A (1990) 'Advertising versus promotion: which is which' Journal of Advertising Research - Research Contents 30 (June/July) RC13-RC16 Shimp, T (1993) Promotion Management and Marketing Communications 3rd edn, Dryden Press, Orlando, FL, p 98 Van Auken, H E, Rittenburg, T L, Doran, B M and Hsieh, S F (1994) 'An empirical analysis of advertising by women entrepreneurs' Journal of Small Business Management 32 (2) 10-28 Vosper, J (1994) 'Australian advertisers and media companies are examining ways of improving their targeting of the country's growing multicultural audience' Media International (January) 20-21 Zellner, A (1962) 'An efficient method of estimating seemingly unrelated regressions and tests for aggregation bias' Journal of American Statistical Association 57 348-36

Marketing education: a guide to better targeting of Asian students - Report 2

As funding for tertiary education decreases, New Zealand tertiary educational institutions have been forced to fund existing services via other means. It has been suggested that New Zealand tertiary institutions have attempted to target overseas students because of the high per student revenue received for this market segment. However, this segment seems to be growing faster internationally than observed in New Zealand, and as such, this study aims to identify how New Zealand tertiary institutions might better target this lucrative market segment. The current study examined a group of Malaysian, Singaporean and Hong Kong students who had yet to make their decision regarding what country/institution they were going to attend, once their secondary education had been completed. The students were from a range of colleges and states in the respective countries. The students were administered a self-completion questionnaire, based on four specific topic areas: preferred promotional tools, preferred promotional messages, cultural values and socio-economic perceptions (of home country compared to New Zealand). The aim of this survey was to determine whether there were any differences in students' choice of promotion tools and promotional messages. The study also attempted to examine the students' cultural values and their perceptions of the level of socio-economic development (of home country compared to New Zealand). Additionally, 20 New Zealand marketers were also administered a similar questionnaire that sought to contrast the assumptions that these marketers had about the markets they were attempting to target. As such, the current study has several implications for improving the effectiveness of the international marketing of New Zealand educational institutions. Demographically, the student respondents were from a range of religious beliefs and favoured a range of countries for further tertiary education. New Zealand was of particular importance to Malaysian students with 20% indicating that this was the country they favoured, with only the United Kingdom (22%) rating higher. However, the students from Hong Kong and Singapore had much lower awareness level of New Zealand tertiary institutions. The findings also revealed an array of differences in the students' choice of promotion tools and promotional messages. In particular, the WWW was the most common source for educational information. The second most important tool was print media. The promotion message that appealed most to the students was a quality learning environment, followed by the reputation of the Institution. Culturally, most Asian students were very traditional and respected both their elders and those in authority. They were also ambitious and yet open to new ideas. Socio-economically, the Asian students perceived their country's standard of education and living as relatively similar to New Zealand. These differences in cultural values and socio-economic development could have caused the Asian students to value some promotion tools/messages as more important than the others. However, it is beyond the scope of this report to link cultural values and socio-economic development to the students' choice of promotion tools and messages. New Zealand marketers seem to have a rather firm grasp of the promotional messages that are particularly important to students, however they do not understand why these messages are important, nor do they understand what tools should be best utilised to most effectively promote to Asian students. Of particular concern in this area is the extent which New Zealand marketers over-value their own contribution, whilst ignoring particularly important promotional tools such as print media. This report then applied the findings of this study to the marketing of New Zealand tertiary institutions. In conclusion, the theme of these recommendations were that New Zealand tertiary institutions should: "…Ask not what Asian students can do for New Zealand tertiary institutions, but what New Zealand tertiary institutions can do for Asian students…” (Paraphrasing John F. Kennedy)UnpublishedBritish Council Report (1999) Pang, David (1999) "Time to Lay Down the Law on Educating foreigners", New Zealand Herald, July 13