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Article
Publication date: 14 November 2017

Denisa Hebblethwaite, Andrew G. Parsons and Mark T. Spence

Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an alternative, thus reducing the assortment size; replacing it with a…

1243

Abstract

Purpose

Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an alternative, thus reducing the assortment size; replacing it with a substitute; or introducing a rebranded product by the same manufacturer, if such an option is available. This study aims to evaluate all three scenarios and assess the extent to which total category sales are affected; how these discontinuations affect alternative offerings within the product category; and whether usage levels moderate within category switching behaviour. Shoppers did not have the option of switching stores to acquire the discontinued brand – their preferred brand/product range ceased to exist.

Design/methodology/approach

All three studies are quasi-experiments using scanner panel data. The product discontinuations examined are real events that took place within the major supermarket chain in New Zealand.

Findings

In all the three scenarios, average category sales decreased for the three-month period following the discontinuation. In Study 1, where a preferred brand of milk was discontinued with no replacement, overall category sales decreased but competing brands gained sales; introducing a replacement corn chip range (Study 2) successfully captured the spend on the discontinued range, but other brands lost sales; and rebranding a cereal (Study 3) decreased both brand sales and category sales. With the exception of Study 1, near-substitute product offerings did not capture a greater proportion of the spend from the discontinued brand as compared to less similar substitutes. Expectations were that heavy users would have a greater propensity to shift to near alternatives than would medium/light users; however, none of the studies lend support.

Originality/value

This is the first research effort to use scanner panel data to explore the reactions by brand loyal customers to three different brand discontinuation scenarios initiated by the manufacturer.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 1 February 2003

Andrew G. Parsons

Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance…

9065

Abstract

Common promotional activities employed by shopping mall marketers were ranked by a sample of customers on their likelihood of encouraging increases in the two key performance indicators used by shopping malls – sales and visits. Results suggest clear distinctions between sales drivers and visit drivers and show possible combinations that would be effective in generating optimum customer behaviour. Some traditional promotions (fashion shows and product displays) are shown to be poor performers in generating either response, whilst school/community displays appear to be encouraging non‐customer visits. Whilst mall‐wide sales are the preferred promotion, a combination of general entertainment and price‐based promotions are found to be a strong alternative way to encourage visits and spending. Actual sales, visits, and promotional types for a three‐month period were analysed to assess the degree to which customers’ behaviour matched stated behaviour likelihood, with supportive results.

Details

International Journal of Retail & Distribution Management, vol. 31 no. 2
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 13 March 2018

Ann-Marie Kennedy, Joya A. Kemper and Andrew Grant Parsons

This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing.

3381

Abstract

Purpose

This paper aims to provide guidelines for upstream social marketing strategy on to whom, how and when social marketers can undertake upstream social marketing.

Design/methodology/approach

This article is a conceptual piece using academic literature to justify and conceptualise an approach to communicating with and influencing upstream actors.

Findings

Specifically, it looks at the characteristics of policymakers targeted, then targeting methods, with a special focus on the use of media advocacy. Finally, a process of government decision-making is presented to explain message timing and content.

Practical implications

Specific criteria to judge time of decision-making and implementation guidelines are provided for social marketers.

Originality/value

In the case of complex social problems, such as obesity and environmental degradation, structural change is needed to provide people with the ability to change (Andreasen, 2006). Strategic social marketing has identified upstream social marketing as a method to influence structural change through policymakers (French and Gordon, 2015); however, literature in the area tends to be descriptive and there are no clear guidelines to its implementation (Dibb, 2014). This article seeks to provide those guidelines.

Details

Journal of Social Marketing, vol. 8 no. 3
Type: Research Article
ISSN: 2042-6763

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Article
Publication date: 1 February 1992

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the…

97

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the article, please cite: Andrew J. Parsons, (1991) “Building Innovativeness in Large U.S. Corporations”, Journal of Services Marketing, Vol. 5 Iss: 4, pp. 5 - 20.

Details

Journal of Consumer Marketing, vol. 9 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 April 1992

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the…

97

Abstract

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002530. When citing the article, please cite: Andrew J. Parsons, (1991) “Building Innovativeness in Large U.S. Corporations”, Journal of Services Marketing, Vol. 5 Iss: 4, pp. 5 - 20.

Details

Journal of Business & Industrial Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 26 July 2011

Andrew G. Parsons, Paul W. Ballantine and Ann‐Marie Kennedy

The purpose of this paper is to investigate the recipient side of gift exchange by establishing the combination/level of gift benefits preferred by the recipient. It investigates…

1591

Abstract

Purpose

The purpose of this paper is to investigate the recipient side of gift exchange by establishing the combination/level of gift benefits preferred by the recipient. It investigates the association between these benefits and the nature of the relationship between the gift giver and recipient.

Design/methodology/approach

A total of 250 people were surveyed about a recent gift receipt experience. Levels of symbolic, experiential, and functional benefits sought from the gift were established. Canonical correlation was used to analyse the interrelationships of relational variables (relationship type, strength, and length) and the preferred gift benefits.

Findings

People prefer gifts with a greater symbolic meaning (see with lower levels of functional and experiential benefits) from people close to them. People who have not known each other for long, but have a strong emotional connection, prefer gifts that are primarily functional. It shows that benefit associations are significant to gift recipients, the type of relationship the recipient is in has a significant effect on the desired combined level of benefit associations, and the symbolism of meaning for gifts can be expressed through benefit associations.

Originality/value

Studies of gift exchange focus on the gift giver and the benefits gained from the act of giving. The results show that the exchange process used by sociologists and consumer behaviorists to describe and explain gift‐giving activity cannot assume the same levels of benefits associated with the gift occurring on each side of the exchange. It is also shown for the first time that the type of giver, and the relationship the recipient has with the giver, will modify recipient preferences.

Details

International Journal of Sociology and Social Policy, vol. 31 no. 7/8
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 30 September 2014

Ann-Marie Kennedy and Andrew Parsons

The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social…

2599

Abstract

Purpose

The aim of this article is to explore how social engineering and social marketing are connected, and how social marketing is a tool used to achieve adherence to social engineering.

Design/methodology/approach

Through examination of contemporary and historical thinking around social marketing, we present a conceptual argument that social marketing is another tool of the social engineer, and that social engineering, through methods such as social marketing, is pervasive throughout all societies in positive ways.

Findings

We develop a conceptual model of social engineering and social marketing, which goes beyond behaviour change to incorporate the essentials of society and the influencers of those essentials. In doing so, we show that social marketing influenced behaviour lies within the social engineering influenced laws, codes and norms of society, which in turn lie within the morals, values and beliefs of society.

Originality/value

This article provides for the first time a conceptual grounding of social marketing within social engineering, enabling academics and practitioners to contextualise social marketing activities in a broader societal framework.

Details

Journal of Social Marketing, vol. 4 no. 3
Type: Research Article
ISSN: 2042-6763

Keywords

Available. Content available
Article
Publication date: 22 June 2010

Andrew G. Parsons

416

Abstract

Details

International Journal of Retail & Distribution Management, vol. 38 no. 8
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 1 April 1991

Andrew J. Parsons

Maintains that a core issue for the international competitivenessof US corporations is that of the innovation challenge, that is thefailure to effectively exploit the…

170

Abstract

Maintains that a core issue for the international competitiveness of US corporations is that of the innovation challenge, that is the failure to effectively exploit the inventiveness and energy of individuals in large corporation environments. Describes the background to the problem, that of the erosion of corporate US‐pioneered markets and discusses the concept of innovativeness, using examples from a variety of industries and companies. Offers advice on the development of innovativeness, concerningstrategy, skills building and the use of a cross‐functional approach, concluding that US corporations must, like small companies and entrepreneurs, become more innovative in order to compete.

Details

Journal of Services Marketing, vol. 5 no. 4
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 22 June 2010

Paul W. Ballantine, Richard Jack and Andrew G. Parsons

The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail…

13579

Abstract

Purpose

The purpose of this paper is to examine the role of atmospherics in the creation of an hedonic retail experience by comparing the perceived differences between a retail environment attempting to provide an hedonic experience and one with a more utilitarian focus.

Design/methodology/approach

A qualitative methodology was employed, using protocol analysis and in‐depth semi‐structured interviews that were conducted with ten participants.

Findings

The paper highlights several atmospheric cues and their influence on the hedonic retail experience. The first category of cues – attractive stimuli – were those cues that attracted attention, exciting the participant and eliciting approach behaviours. The second category – facilitating stimuli – included those cues that were necessary in order to facilitate product engagement.

Originality/value

The paper provides a broad categorisation of atmospheric cues, providing factors that shop designers can be aware of when creating a store with the hedonic experience in mind.

Details

International Journal of Retail & Distribution Management, vol. 38 no. 8
Type: Research Article
ISSN: 0959-0552

Keywords

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