This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer…
Abstract
Purpose
This paper describes the personal history and intellectual development of Morris B. Holbrook (MBH), a participant in the field of marketing academics in general and consumer research in particular.
Design/methodology/approach
The paper pursues an approach characterized by historical autoethnographic subjective personal introspection or HASPI.
Findings
The paper reports the personal history of MBH and – via HASPI – interprets various aspects of key participants and major themes that emerged over the course of his career.
Research limitations/implications
The main implication is that every scholar in the field of marketing pursues a different light, follows a unique path, plays by idiosyncratic rules, and deserves individual attention, consideration, and respect … like a cat that carries its own leash.
Originality/value
In the case of MBH, like (say) a jazz musician, whatever value he might have depends on his originality.
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This paper aims to trace the origins, development and future of the consumption experience as a concept in marketing and consumer research.
Abstract
Purpose
This paper aims to trace the origins, development and future of the consumption experience as a concept in marketing and consumer research.
Design/methodology/approach
The author relies on subjective personal introspection to describe his involvement in the introduction and elaboration of the consumption-experience concept.
Findings
The author finds that the concept of the consumption experience has extended to many areas of marketing and consumer research, with widespread applicability in the creation of brand-related promotional messages.
Research limitations/implications
The consumption experience is central to our understanding of consumers and deserves full exploration in the work of consumer researchers.
Originality/value
Working with Professor Elizabeth Hirschman, the author played a pioneering role in understanding the consumption experience and is happy to see that their contribution has encouraged others to pursue related themes.
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Kim Willems, Sara Leroi-Werelds and Gilbert Swinnen
The purpose of this paper is to profile grocery retailers in terms of seven value types based on Holbrook’s value typology; to link these value types to three key outcomes (i.e…
Abstract
Purpose
The purpose of this paper is to profile grocery retailers in terms of seven value types based on Holbrook’s value typology; to link these value types to three key outcomes (i.e. satisfaction, repurchase intention, and word-of-mouth); and to evaluate the impact of the retail format on performance and importance of the seven value types.
Design/methodology/approach
For each retail format, the authors administered a consumer survey, resulting in an aggregate sample of 392 respondents. The authors used partial least squares structural equations modeling to test the relationships between the value types and key outcomes (i.e. importance) and ANOVAs to examine cross-format differences between latent variable scores of the value types (i.e. performance).
Findings
The three retail formats included in the study perform differently on Holbrook’s value types (e.g. non-discounters excel in terms of aesthetic value and play, compared to hard and soft discounters). Furthermore, this study reveals that the strategic importance of each value type depends on the key outcome (e.g. whereas efficiency is the main source of satisfaction, play mainly drives the other two outcomes).
Research limitations/implications
The authors randomly assigned respondents to one of the three retail formats irrespective of their personal preference or patronage. To conduct value-based segmentation, respondents should evaluate either their preferred format or all supermarkets.
Practical implications
This study offers positioning advice to retail managers, according to their format and strategic objectives.
Originality/value
Unlike previous research, this paper provides a cross-format comparison of retailers based on a three-dimensional value typology and its key outcomes.
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Raquel Sánchez-Fernández, Martina G. Gallarza and Francisco Arteaga
The purpose of this paper is to examine the dynamic nature of consumer value by proposing a causal model that shows the existence of sequentiality in value dimensions and in their…
Abstract
Purpose
The purpose of this paper is to examine the dynamic nature of consumer value by proposing a causal model that shows the existence of sequentiality in value dimensions and in their influence on satisfaction and loyalty. The paper focuses on intrinsic dimensions of value (play, aesthetics, ethics and escapism), which are fully experiential, and therefore less studied in the literature.
Design/methodology/approach
The conceptual model proposed was empirically tested in tourist hotel accommodations. Data were collected through a structured questionnaire, analyzing the experiences of 285 hotel guests with structural equation modeling-partial least squares.
Findings
The results reveal that the reactive dimensions of value (aesthetics and escapism) influence the active ones (play and ethics), which in turn affect consumers’ satisfaction and loyalty.
Research limitations/implications
This paper is exploratory and focuses on the intrinsic dimensions of value. Future research should consider the entire extrinsic/intrinsic value duality. This paper is based on a convenience sample consisting solely of hotel accommodation. Further studies based on a random sample and on other hospitality contexts would be required to generalize the results.
Practical implications
This paper can help hotel managers to understand the role and importance of each intrinsic dimension of value to successfully implement their relationship marketing strategies, defined by the chain value-satisfaction-loyalty.
Originality/value
This paper depicts the dynamic nature of value, with concatenated (and not simultaneous) effects of value dimensions on satisfaction and loyalty, which supports research in value co-creation.
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Patricia Coutelle-Brillet, Arnaud Riviere and Véronique des Garets
– This paper aims at better understanding the intention to adopt service innovation in a business context by analyzing the nature of perceived value.
Abstract
Purpose
This paper aims at better understanding the intention to adopt service innovation in a business context by analyzing the nature of perceived value.
Design/methodology/approach
This research uses Holbrook's approach on value, applied to a B2B context, in order to better understand the nature of the perceived value of a new service. A qualitative study on 33 firms is carried out through two steps: an exploratory stage and an understanding stage.
Findings
The results show different aspects of the service innovation value in a business market, identify various recipients of this value, and underline how the level of newness in the service impacts the nature of perceived value. More generally, this research provides an analytical framework of service innovation value for a firm in a B2B market.
Research limitations/implications
This study aims at broadening previous research that studied the perceived value of offerings in a B2B context by considering various types of perceived value of a service innovation. Also, Holbrook's frame of analysis was adapted to the B2B context. In order to make the conclusions more relevant, it would be necessary to enlarge the sample, introduce other service innovations and to carry out a quantitative study.
Practical implications
To market their service innovation, companies can adopt a positioning on other criteria than price or quality/performance and communicate with various recipients.
Originality/value
The paper highlights the diversity of components of service innovation value (not only economic and functional components but also emotional, symbolic, altruistic, interactional components of value).
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Charlotte Massa and Sébastien Bédé
The present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience…
Abstract
Purpose
The present study is part of a joint effort to gain a holistic understanding of the consumption experience. This paper aims to understand the essence of the winery experience through a better characterisation of the latter because of the consumer value approach and to define the main cultural differences between the Old World and the New World in this respect.
Design/methodology/approach
The authors felt that netnography offered the most suitable qualitative method to capture the meaning of a winery experience in an international context. To this end, we collected 3,065 original tourist reviews for 35 wineries, written from January 2015 to June 2016.
Findings
The findings suggest that a winery experience is made up of the following values: “hedonic”, “economic”, “social” and “legacy”. In addition, the results indicate that social and legacy values are more important for the Old World, while the New World tends to put more emphasis on economic and hedonic values.
Practical implications
Wineries need to deliver experiences that encourage tourists to explore what their enterprise has to offer. Given the importance of the customer experience to trigger wine purchases and positive word-of-mouth to promote brand loyalty, the findings can help winery managers to adapt their services in consequence.
Originality/value
Few studies have applied a consumer value approach or used netnography to examine tourists’ experiences from a cross-cultural perspective.
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Mark Tadajewski and D.G. Brian Jones
This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of…
Abstract
Purpose
This paper aims to introduce a special issue of the Journal of Historical Research in Marketing which includes autobiographical sketches by leading scholars in the history of marketing and consumer research.
Design/methodology/approach
A brief review of the (auto)biographical tradition in marketing scholarship leads to a commentary on the four accounts in this issue.
Findings
Highlights of the four portraits are presented and insights into their authors’ lives and careers are offered.
Originality/value
The authors hope this introductory article whets readers’ appetites to learn more about the four contributors whose careers and personal lives are explicated for their consumption.
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This study examines whether a unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. Also studied were the…
Abstract
This study examines whether a unique set of emotions may be generated by advertisements for apparel products and brands for a young female target audience. Also studied were the effects of emotions on evaluative perceptions of apparel brand advertisements (ad attitude). Test advertisements consisted of 90 advertisements representing 56 different brands. Using an aggregate‐level communication model, all analysis in the study was performed across advertisements, not across people, as sampling units of interest. Findings show a unique set of three emotional dimensions generated by the apparel brand advertisements. Two emotional dimensions, pleasure/activation (eg activation, bored, desired, social affection) and hypoactivation (drowsy, restful, soothed), had a positive influence on ad attitude. The third dimension, domination (anger, fear, irritation, tension), did not have a significant effect on ad attitude, having neither good nor bad effect on evaluations of advertisements.
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Isabelle Szmigin and Gordon Foxall
Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist…
Abstract
Considers the history and current position of interpretive consumer research within the marketing paradigm. It focuses on the conflict that has developed between the positivist tradition and the relatively new interpretive approach. In doing so it considers the merits of interpretive research in consumer behaviour and criticisms made against it. Methodological issues centring on the trustworthiness of this type of research are explored, as well as the friction that traditionally has existed between art and science. An argument is made for an inclusive rather than exclusive approach, allowing the existence of differing approaches and assuming each has a contribution to make to the furtherance of consumer behaviour research.
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Shopping malls and the Internet have become major competitors, providing multiple dimensions of consumer value ranging from economic or functional value to hedonic or experiential…
Abstract
Shopping malls and the Internet have become major competitors, providing multiple dimensions of consumer value ranging from economic or functional value to hedonic or experiential value. The selection of the Internet versus the mall for shopping can vary for different consumers and in different situations, even for the same consumer. This study’s framework was based on Holbrook’s consumer value typology that includes four components: efficiency (extrinsic/active), excellence (extrinsic,reactive), play (instrinsic/active),and aesthetics (instrinsic/reactive). Based on the consumer value experienced by mall and Internet shopping, each retailer must implement strategies that will lead to consumers’ enhanced shopping experience.