Impact of value perceptions on luxury purchase intentions: a developed market comparison

Consumers derive subjective worth of any product of service based on their value perceptions. This study measures the impact of value perceptions on luxury consumption purchase intentions focusing on two of the largest luxury markets holding significant referent influence on consumers worldwide - namely the UK and the USA. Cross-sectional, survey-based methodology and structural equation modelling was employed to collect and analyse the data. The findings suggest that while functional value perceptions drive luxury consumption purchase intentions across both nations, social value has a significant contribution only among US consumers and personal value perceptions only in the UK. The results provide managers opportunities for strategic differentiation and brand positioning of their luxury brand in a cross-national context. The findings demonstrate that while the USA and the UK remain fairly similar on most macro cultural traits, consumer value perceptions differ significantly. Hence, a cautionary approach is advised in making generalised assumptions using national-level cultural indicators at consumer-level decision making

Weight bias, health consciousness and behavioral actions (activities)

Objective This study examines the influence of weight bias and health consciousness on eating and dietary behavior; it also investigates the role of normative influences. Design and methods A sample of adults living in South-East England (N = 498) completed anonymous questionnaires about their diet, attitudes and beliefs towards obese people, health consciousness and normative influences. The survey included validated measures of anti-fat attitudes, and beliefs about obese people. Results The findings demonstrate anti-fat attitudes are positively related to self-perceived dietary behavior. Surprisingly, self-perceived dietary behavior is negatively related to health consciousness and activities designed to enable healthy eating, for example meal planning. Significant differences exist between people with, or without, obese family members. Conclusions Attempts to improve eating behavior by raising health consciousness and offering related support activities may fail; promoting health eating may also contribute to weight bias in society. However, interventions which focus on the negative impact of obesity itself may have a positive effect

The role of information alignment and entrepreneurial traits on SME internationalization: a conceptual framework

Purpose – The paper aims to explore the internationalisation decision-making of small- and medium-sized enterprise (SME) owner/managers. Specifically, structural alignment theory (SAT) and regulatory focus theory (RFT) are utilised to examine the concept of opportunity recognition in the context of internationalisation choices. Design/methodology/approach – This paper is conceptual in nature, and an integrative cognitive model of internationalisation choice decisions is developed based on SAT and RFT, underpinned by a critical review of the international entrepreneurship (IE) literature. Findings – Scenarios are identified in which the structure of available information may affect the decision-evaluation process in terms of cognitive resource requirements. Further, the SME owner/manager’s motivational goal orientation is suggested to moderate the role of the information structure in line with IE literature. A conceptual model and propositions are presented. Research limitations/implications – The conceptual model and the propositions arising from the discussion in this paper offer new directions of research to explore SME internationalisation. Originality/value – This paper offers a cognitive perspective of SME internationalisation. This paper offers insights for policymakers, SME owner/managers, practitioners and researchers alike. For internationalisation decisions, this paper highlights the potential impact of the structure of information that is made available to SME owner/managers by industry or policy bodies; further, the moderating influence of motivational goal orientation may inform policy on how information should be presented to SME owner/managers to aid their decision-making.</p

You Wouldn’t Sober, You Shouldn’t Drunk: A Behavioural Change Approach to Changing Attitudes and Responses to Unwanted Sexual Attention in Pubs and Clubs

Aims The objective was to evaluate a campaign designed to influence social norms and re-establish boundaries around the issue of unwanted sexual attention in pubs and clubs. In particular, the campaign aimed to raise awareness, and reduce the acceptability, of unwanted sexual attention when drunk. Methods A before-after-with-control group study design was used to evaluate campaign effectiveness. The data was further segmented to explore gender differences and between individuals who reported enjoying going out to get drunk and those who did not. Results The experimental group with campaign recall demonstrated a significant change in their attitudes to harmful drinking behaviours and unwanted sexual attention compared to the control group. A number of gender differences as well as drink-enjoyment-related differences pre- and post-campaign were observed. Female respondents who were able to recall the campaign demonstrated a significantly lower tolerance of unwanted sexual attention than those who were unable to recall it in either the experimental or control regions. The campaign had limited impact on people who enjoy drunken night outs (DNOs). However, those who do not enjoy DNOs demonstrated significantly higher negative attitudes towards harmful drinking post-campaign recall. Conclusion The campaign was effective in shifting attitudes towards unwanted sexual attention and harmful drinking behaviour. This was particularly observed among female respondents and those who do not enjoy DNOs. Short summary Drinkaware’s ‘You Wouldn’t Sober, You Shouldn’t Drunk’ behavioural change campaign targets young adults living in North-West England participating in ‘drunken nights out’. The experimental group with campaign recall demonstrated a significant change in their attitudes to harmful drinking behaviours and unwanted sexual attention compared to the control group

Electronic word of mouth 2.0 (eWOM 2.0) – The evolution of eWOM research in the new age

Electronic word of mouth (eWOM) has evolved dramatically in the past 20 years, and is substantially shaping modern consumer behaviors and altering marketing management dynamics across both consumer and industry markets. We call this evolution “eWOM 2.0”, as captured in this Special Issue. Ten research articles advance our understanding in how eWOM drives the continued development of digital communication across B2B and B2C sectors. This Special Issue further contributes to understanding the constantly evolving landscape of eWOM research and practice, and points to the future directions for eWOM investigation and usage. In this editorial, we first outline the reasoning behind this special issue, followed by the summary of the articles, and the reflections on eWOM 2.0. We conclude by outlining future research opportunities that will propel the field further forward

The impact of organizational efforts on consumer concerns in an online context

As organizations spend a significant amount of their resources on online channels, it is vitally important to understand the effects of this cost on consumer behavior. The author developed and empirically tested an integrated model combining the effects of organizational efforts on consumer concerns, process satisfaction, and purchase intentions. The results of this effort suggested that consumers are still skeptical of the organizational efforts in an online context and their concerns remain a critical factor in influencing their satisfaction and purchase intention. The study provided insights for managers about how they may reduce shopping cart abandonment in online purchasing environment by focusing on consumer concerns. © 2013 Elsevier B.V

Customer commitment to luxury brands : antecedents and consequences

The intensifying competition in the luxury sector necessitates the need for managers to identify the factors underpinning customers' commitment to a luxury brand. Understanding commitment not only provides an insight into the question of how customers commit but also uncovers why customers commit to a particular brand. Using a questionnaire-based survey with customers, this research examines the antecedents and consequences of customer commitment to luxury brands. The findings indicate the differential influence of various antecedents on affective, calculative and normative commitment, and highlight the role played by these forms of commitment on consumption satisfaction and advocacy intentions. The results demonstrate the importance of affective commitment as a relationship enhancer, and identify managerial implications for customer commitment to luxury brands

They are not all same: variations in Asian consumers' value perceptions of luxury brands

Asian markets are steadily becoming key growth regions for luxury brands. However, despite the growth, many luxury brand firms are unable to obtain the desired economic returns through their marketing strategies in Asia. Often these firms treat consumers across Asian markets as homogenous groups, which could lead to inaccurate luxury brand management strategy. Additionally, there is limited understanding of consumer value perceptions toward luxury brands across the Asian markets. Employing impression management theory and the horizontal/vertical collectivistic cultural distinctions, this study examines differences and similarities in constituent luxury value perceptions across three prominent Asian markets, namely China, India, and Indonesia. The results of a quantitative survey conducted with 626 real luxury consumers in these three countries identify variations in perceptions of symbolic, experiential, and functional value of luxury brands. The study contributes to knowledge on constituent luxury value perceptions, along with providing theoretical explanations for the differences between consumers across Asian markets. With the emerging novel insights on Asian consumers, luxury brand firms can align their marketing strategies to respective markets by leveraging the similarities and differences in consumer value perceptions. This approach, informed by empirical evidence, will enhance luxury brands’ competitiveness and profit opportunities in the high-growth Asian markets. The study identifies a number of future research directions

Emerging paradigms in the Indian marketplace

Purpose – This special issue aims to present India as one of the world's most promising and fastest growing economies, with multinational companies eager to invest. Design/methodology/approach – Examines the eight articles and the contribution of each to an important aspect of marketing in the region. Findings – The issue provides insights from both organizational and consumer perspectives; provides various methodological insights in researching the Indian marketplace; being specifically focused on India, the findings are applicable in the Indian market context which has a need for customized tools and marketing strategies. Originality/value – This issue will assist practitioners, researchers and budding marketers, eyeing India as a potential market, and adds to the existing debate on emerging paradigms in the Indian marketplace on several fonts.</p