The Potential Implications of Web-Based Marketing Communications for Consumers’ Implicit and Explicit Brand Attitudes: A Call for Research

Two developments in the last two decades frame the importance of Web-based marketing communications for firms. First is the phenomenal growth of the Internet as a viable commerce and communication option and second is the clear shift in attitude research toward recognizing the pervasive role of automatic processes in almost all the social psychological processes. Therefore, this article discusses the potential implications of Web-based marketing communications for consumers\u27 implicit and explicit attitudes. In doing so, first, this article reviews the emergence of research on implicit attitudes, distinguishes implicit attitudes from explicit attitudes, and discusses research on explicit and implicit attitudes relative to branding. Second, a brief discussion of marketing research on attitude is provided. Third, five empirically testable research propositions are developed and presented. Finally, given the potential implications for research and practice, the article concludes with a call for research

Managerial Action And Resource Advantage Theory: Conceptual Frameworks Emanating From A Positive Theory Of Competition

Purpose – The purpose of this paper is to illustrate that conceptual frameworks developed from a general theory of competition, i.e. resourceadvantage (R-A) theory, can facilitate managerial action. Design/methodology/approach – After a brief overview of resource-advantage (R-A) theory, five conceptual frameworks are developed and offered for the purposes of managerial action. Findings – This paper identifies several conceptual frameworks and after noting that conceptual frameworks that do not have positive theoretical foundations may not be as useful as those that do, develops five conceptual frameworks that are based on R-A theory. Practical implications – The conceptual frameworks developed in this paper have great potential for facilitating managerial action. Originality/value – Conceptual frameworks that have positive theoretical foundations can be very useful for practitioners. In fact, the frameworks proposed in this paper can replace frameworks that are currently in use for managerial action

Multinational Enterprise Competition: Grounding The Eclectic Paradigm Of Foreign Production In Resource-Advantage Theory

Purpose – This paper seeks to explicate a dynamic theory of competition, i.e. the resource-advantage theory of competition, with the aim of developing a theoretical foundation for the eclectic paradigm of foreign production. Design/methodology/approach – The paper is conceptual in approach. Findings – The paper develops a set of five criteria that should be met by any theory that attempts to ground the eclectic paradigm. In addition, it demonstrates that the resource-advantage theory of competition meets all of these criteria. Research limitations/implications – By providing a theoretical foundation for the eclectic paradigm of foreign production, the paper provides researchers with a broader perspective from which to investigate multinational enterprise competition. Originality/value – The usefulness of frameworks, such as the eclectic paradigm of foreign production, is limited when they are not grounded in positive theories. By grounding the eclectic paradigm of foreign production, this paper enhances the paradigm’s usefulness

Teaching Dynamic Competition in Marketing

The purpose of this paper is to illustrate how marketing instructors can prepare students for the real world of dynamic, even hyper-kinetic, competition by teaching resource-advantage (R-A) theory of competition. Accordingly, this paper reviews the problem of marketing students’ lack of preparation for real-world, dynamic competition which is a result of the static-equilibrium focus of the theories of competition that they learn in their economics courses, and shows how the problem can be resolved by exposing students to the dynamic competition of R-A theory. Specifically, we provide answers to five questions concerning pedagogy and R-A theory: (1) Why should students learn about dynamic competition, in general, and R-A theory, in particular? (2) What should students read prior to class? (3) What background information should be discussed? (4) Which figures and tables should be used? (5) What does R-A theory imply for teaching marketing? Overall, in addition to providing students an understanding of dynamic competition, R-A theory “pulls together” theories of marketing strategy. In fact, in graduate and undergraduate marketing strategy classes that use R-A theory, instructors report that they see extensive use by students of R-A theory and the theory’s lexicon, R-A theory’s conceptual frameworks, and central tenets of different forms of marketing strategy

Relationship Marketing Strategy: An Operant Resource Perspective

Marketing\u27s evolution toward a new, service-dominant (S-D) logic requires the focus of marketing to be on the intangible, dynamic, operant resources. Therefore, in this paper, we examine the relationship marketing (RM) strategy from an operant resource perspective that focuses on how operant resources can influence RM-based strategy success. Specifically, we identify network competence, alliance competence, internal market orientation, and customer response capability as operant resources that have been empirically verified to have positive influences on firms. Next, we identify market relating capability and knowledge management capability as operant resources that need further conceptual and empirical investigation. Furthermore, based on our analyses of prior literature, we propose relationship portfolio management capability, interorganizational information systems capability, and customer relationship management (CRM) capability as operant resources that can be critical to the success of RM based strategies. Finally, we conclude with a discussion of implications for relationship marketing theory and practice

Relationship Marketing Strategy: An Operant Resource Perspective

Marketing\u27s evolution toward a new, service-dominant (S-D) logic requires the focus of marketing to be on the intangible, dynamic, operant resources. Therefore, in this paper, we examine the relationship marketing (RM) strategy from an operant resource perspective that focuses on how operant resources can influence RM-based strategy success. Specifically, we identify network competence, alliance competence, internal market orientation, and customer response capability as operant resources that have been empirically verified to have positive influences on firms. Next, we identify market relating capability and knowledge management capability as operant resources that need further conceptual and empirical investigation. Furthermore, based on our analyses of prior literature, we propose relationship portfolio management capability, interorganizational information systems capability, and customer relationship management (CRM) capability as operant resources that can be critical to the success of RM based strategies. Finally, we conclude with a discussion of implications for relationship marketing theory and practice

Generative Literacy and Consumer Empowerment

Consumer literacy has the potential to be empowering to individuals and transformative for societies. We develop a model of generative literacy and propose productive inquiry and dynamic affordances as linking mechanisms between educational and functional literacies that are suggested to be distinct. We discuss implications for consumer and societal empowerment

Influence of Congruity in Store-Attribute Dimensions and Self-Image on Purchase Intentions in Online Stores of Multichannel Retailers

Online stores of multichannel retailers continue to lag pure internet retailers with reference to consumers\u27 shopping intentions and sales. This study develops and tests a framework in which (a) trust and attitude (conceptualized as a second-order construct with hedonic and utilitarian dimensions) influence purchase intentions, (b) congruity between the multichannel retailer\u27s land-based and online stores (conceptualized as a second-order constructs made up of seven dimensions: aesthetic appeal, navigation convenience, transaction convenience, atmosphere, service, price orientation, and security) influences trust in and attitude toward the online store, and (c) congruity between consumers\u27 self-image and perceived image of the online store influences trust in and attitude toward the online store. The findings provide robust support for the framework and have strong implications for theory and practice

Knowledge Needs of Firms: The Know-X Framework For Marketing Strategy

In today’s knowledge-intensive economy, the acquisition, development, and management of knowledge are fundamental to the survival and growth of firms. Consequently, organizational knowledge has emerged as a potential source of competitive advantage for firms. Specific to the marketing context, research has long since recognized the role of knowledge in effective marketing. Therefore, through a systematic review of organizational knowledge research and the knowledge business environment, this paper (1) identifies different types of organizational knowledge required by firms and develops the know-x framework, (2) discusses exemplars of different types of marketing knowledge products that firms might require, (3) identifies and discusses critical issues and concerns with reference to each of the marketing knowledge types, and (4) discusses the implications of knowledge types (know-x framework) for marketing strategy in general and market orientation strategy in particular. The paper concludes with a discussion of contributions and directions for future research