Editorial

Citation

Leventhal, R.C. (2012), "Editorial", Journal of Consumer Marketing, Vol. 29 No. 5. https://doi.org/10.1108/jcm.2012.07729eaa.001

Editorial

Article Type: Editorial From: Journal of Consumer Marketing, Volume 29, Issue 5

Uncertainty seems to be the norm in the global marketplace today. What happens to one society/culture can, and does, have an impact on how consumers in other countries are impacted. The twenty-first century has generated new challenges and opportunities for every marketplace, which means that marketers today have to pay particular attention to those internal, as well as external, factors that can affect a consumer’s perception and choice. Marketers have to choose between focusing on one particular market, or generate a strategy that allows for a successful multi-national marketing strategy.

Ma, Wang and Hao use the Animosity Model of Foreign Product Purchase to examine the direct and moderating effects of cultural similarity in consumers’ product judgment and willingness to buy foreign products. The author’s research has found that cultural similarity between consumers’ home country (region) and a foreign product’s country of origin allows for further insight for international market entry and international marketing strategies.

Arora attempts to better understand the role of emotions and sensual delight in influencing satisfaction and intention as it relates to restaurants. The quantitative findings show a strong influence of sensual delights and emotions affecting satisfaction and intention. The findings of this study provide a comprehensive framework for marketing managers in helping to develop and execute a more delightful dining experience for both their current and potential consumers.

Hassan and Craft examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies that are key if a firm is to successfully operate in increasingly global markets. A combination of both macro and micro-bases to segment world markets is significantly linked to the perceived positioning strategies of global top brands, whereas firms seeking more localized positioning strategies use only micro-bases to segment. A better understanding of this concept may allow for a more robust global market segmentation and brand positioning effort.

Chéron, Kohlbacher and Kusuma examine the effect of brand-cause fit and campaign duration on company and brand image, commercial objectives, and buying intention as perceived by Japanese consumers. This study also evaluates the moderating role of gender and participation in philanthropic activities on the impact of cause-related marketing (CrM) programs in Japan. Results show that CrM campaigns in Japan are viewed more positively when consumers perceive a good match between the brand and the cause. Japanese marketers targeting women and consumers with philanthropic experience are likely to benefit by supporting matching social causes.

Elgaaied examines the affective motivations underlying ecological behavior by exploring the influence of anticipated guilt on recycling. This study holds important implications in terms of public authorities’ intervention. The emergence of anticipated guilt as a key determinant of intention to recycle suggest that guilt appeals could be a relevant communication strategy in order to promote recycling. Said implications exclude countries where recycling is mandatory or represents a strongly internalized social norm.

Strutton and Lewin explore the economic impact of the [recent] Great Recession on consumers’ economic attitudes and behaviors. Ten relationships, each grounded in behavioral economics theory, were tested. Managerial recommendations for promoting and positioning products during or in the immediate aftermath of recessionary situations are developed.

In this issue you will also find our Book review section, as well as our Internet currency section.

Richard C. Leventhal