Search results

The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating different types of customer engagement value for the firm. Fiske's relational models framework is eminently suitable for studying customer-service firm engagement because it is widely adopted in the social sciences as a rigorously developed framework for conceptualizing social interactions.

The article bridges Fiske's relational models framework and Kumar et al.'s customer engagement value framework, and conceptually demonstrates that customers employing different relational models for the service firm are likely to generate different types of customer engagement value for the firm.

The article demonstrates conceptually that customers' relational models, schemata, and scripts influence how consumers engage with the firm and the type of customer engagement value accruing to the firm.

This research has implications for service firms' relationship strategies. First, service marketers can determine the desired customer engagement value(s) and then craft their customer relationship strategy so that it maximizes those engagement value(s). The article suggests relationship strategies that service firms may implement for encouraging customers to adopt different relational models.

No research has bridged relational models theories and customer engagement value theories.

The purpose of the study is to investigate the use of social media as a new investigative tool in marketing research.

The paper's approach is an analysis of the existing social marketing literature and industry practice in marketing analysis.

The market research profession has been affected by developments in social media. First, some of the traditional research methods suffer from changes in consumer communication patterns. As social media supplant communication methods such as telephony and even email, researchers have diminished capacity to reach consumer subjects. As a result, the social media have spawned a number of research techniques that overcome the problems that have started to affect the old techniques.

The article reviews the state of market research and its efforts to remain effective. The major new social media based market research techniques are described as well as their strengths and weaknesses. One limitation of the study is the focus on published research techniques. The study does not address proprietary techniques that may be used in practice.

Social media have reduced the effectiveness of traditional market research techniques. Marketers can overcome that effect by employing some of the social media related techniques that have become available.

To date, few, if any, academic studies have been done that assess the impact of social media on the use of market research techniques. The study draws conclusions that may aid practitioners in maintaining successful marketing research techniques.

The purpose of the study is to investigate the preferences of young Millennials for a salient product category (toys) and to investigate possible within‐group differences that have relevance for marketers.

The study carried out analysis of commercially collected survey data (538 pre‐teen Millennials) from Harris On‐Line using cluster and correspondence analyses.

Segments exist within the younger Millennial cohort. Specifically, four clusters emerged including enthusiasts, social/intellectuals, creatives and the disengaged.

One limitation is the selection of the toy characteristics included in the cluster variate, which were based on scarce published research and the opinion of Harris On‐Line experts. A second limitation is that the toys were never differentiated between traditional toys and electronic toys. A third limitation revolves around the maturation of the Millennials and how that may affect the clusters over time.

The cohorts are not homogeneous and the marketers should attend to the differences within the Millennial cohort when preparing promotions and in new product development.

To date, few, if any, academic studies have been done that segment the Millennial generational cohort. The research paper utilizes both cluster and correspondence analyses, which are the most appropriate for investigating segmentation in this setting.

The purpose of this paper is to examine the importance consumers place on various types of socially responsible marketing practices, and whether the level of importance varies by gender, race, and consumers' income.

A survey was designed that asked subjects their attitudes toward the various social marketing practices that were uncovered through an analysis of recent literature from ABI-Inform, Fordham University's Center for Positive Marketing and focus groups. The survey was administered to 232 subjects and included information regarding race, gender, and income. Survey results were analyzed using latent class analysis (LCA). The results of the LCA were used to develop a correspondence analysis map.

The results confirm the importance of key demographic factors (income, gender, and race) in understanding consumers' perceptions of socially responsible marketing.

One limitation is that the sample was collected in Baltimore, Maryland and not entirely representative of the population of the USA. Another limitation is that consumers’ perceptions of socially responsible marketing are only captured at one point in time rather than showing the evolution of a belief.

Marketers need to target their messages carefully if they are promoting socially responsible marketing as a differentiating factor. Understanding how each demographic group responds to these socially responsible marketing messages can assist managers in their promotional efforts.

Limited research has been completed that segments the market with regards to socially responsible marketing options. The research explores these segments by surveying active consumers.

This research aims to examine the effects of varying front-of-package (FOP) nutrition information type on parents' food product choices for children.

A 3(FOP nutrition information: nutrient specific system vs food group information system vs summary indicator system) × 3(Perceived healthiness of the product: high vs moderate vs low) mixed-design experiment and content analysis were conducted to test the hypotheses.

Findings suggest that summary indicator systems were effective in positively impacting parents' choices for healthier food options, however not as effective as food group information systems – which includes specific nutrient content claims complementing less familiar health nutrient symbols.

Implications for marketers, consumer welfare advocates and product brand managers are provided.

The purpose of this paper is to develop a conceptual framework, based in entrepreneurship theory, which explains how marketing emerges in startups founded by members of the Millennial generation.

Following a literature review, from which propositions are derived, an earlier process model of organizational speciation is adapted to marketing by Millennial entrepreneurs.

A four‐stage cycle model of entrepreneurial marketing by Millennials is developed, consisting of enabling through resource scarcity, bonding through social media, new product introduction through incremental stealth, and replicating through variation, selection, and retention.

Model development would be enhanced through empirical data.

Marketers in entrepreneurial firms founded by Millennials can follow a few simple rules to enhance market penetration. Resource scarcity is something to be sought, not avoided. A thoughtful social media strategy can accelerate new product introduction: stealthiness and its close relation small size should be embraced; avoid getting too big too quickly; use furtiveness to drive social media‐based bonding.

Previous theoretical models at the marketing/entrepreneurship interface have not focused on the unique characteristics of Millennial‐led new ventures. This study develops the most comprehensive model of entrepreneurial marketing by Millennials to date.

Primary schools provide continuous, intensive contact with large numbers of children starting from a young age, thus providing an appropriate setting for the promotion of healthy eating through food and nutrition education (FNE). This qualitative study explores the views of Australian primary school parents about FNE in primary schools.

In total, 19 parents of primary school children from Victoria participated in semi-structured interviews. Audio recordings were transcribed and underwent thematic analysis using Nvivo. A total of three themes emerged: FNE topics currently taught in primary schools, essential food skills and knowledge for primary school children and the importance of FNE.

Most parents thought that FNE is as important as the core subjects of primary school. Parental support for FNE, which is delivered over a prolonged period, and expanded by hands-on content such as cooking and gardening classes was evident. Parents viewed these classes as likely to improve children's food-related knowledge and healthy eating behaviours. Parents expressed appreciation for schools' emphasis on food sustainability and its alignment with school policies and practices. Parents were keen to see more sustainability included in the curriculum.

These results may have implications for curriculum developers and schools, as the findings can assist the design of food and nutrition curricula for primary schools which can empower children as well as their families to make better food-related decisions.

Australian parents' views of FNE in primary schools have been under examined.

This chapter contributes to literature illustrating accounting’s impact in making things governable, thinkable, and knowable. Although critical accounting research has been exemplary in examining consequences of its practices on vulnerable populations, there has been a scarcity of investigation regarding incarcerated populace. This chapter begins the process of exploring neoliberal discipline, rule, and calculative techniques intersecting with gender, race, and class in prisons. For this disenfranchised population the construction of the “feared and deviant other” is of particular significance. A crime-control dynamic mythologizing and dreading the criminal has become so institutionalized that discourses justifying surveillance, dominance, and injustice have become normalized, in which accounting takes part. We are particularly interested in the impact for incarcerated women who are shackled, sterilized, and at risk, modes of control that are extraordinary. As such, the dynamics of knowledge creation challenges us to ask what initiates visibility and transformation. We suggest the narratives of incarcerated women are potential devices in this process, and add to an emerging literature revealing the emancipatory possibility of alternative, or counter-accounts. Seen as tools of resistance and change, we give voice to their narratives. As their accounts demonstrate resilience and power, we reject an inevitability of silence. Rather, these critical accounts provide pathways for thinking differently and aspiring for a change, as the social never disappears.