Marco Tulio Zanini, Fernando Filardi, Fábio Villaça, Carmen Migueles and Aline Menezes Melo
The purpose of this paper is to identify the attributes of shopping streets and shopping malls that influence the satisfaction and patronage intention of low-income consumers in…
Abstract
Purpose
The purpose of this paper is to identify the attributes of shopping streets and shopping malls that influence the satisfaction and patronage intention of low-income consumers in order to understand the consumers’ preferences when it comes to shopping in these retail agglomerations.
Design/methodology/approach
The study is based on quantitative and qualitative research, including in-depth interviews and focus groups with low-income consumers. The research collected data from 396 consumers at 3 retail agglomerations in Rio de Janeiro, Brazil, and used a structured questionnaire to identify 12 attributes as the factors of the agglomerations’ attractiveness.
Findings
The results show that the items “selection” and “value” affect satisfaction and patronage intention at the same intensity in both shopping streets and shopping malls. However, the item “access” proved to be important for shopping malls, and the item “security” proved to be important for shopping streets. The results indicate that shopping streets have a preference for patronage intentions, despite the greater satisfaction generated by shopping malls. In addition, the study looked at consumers’ opinions on these retail agglomerations.
Originality/value
The research findings help to build a conceptual framework on evolved retail agglomerations in comparison to created retail agglomeration, represented by shopping streets and shopping malls, respectively. The findings allow a broader view of low-income consumption, offering insights so entrepreneurs and companies can direct their efforts to better capture value and improve the supply of products and services. Likewise, these findings will help public policy decision-makers to build and provide infrastructure for the preservation of shopping streets, maintaining this option for the consumer.
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Keywords
Marco Tulio Zanini, Fábio Carbone de Moraes, Vitor Lima, Carmen Migueles, Carlos Lourenco and Hélio Arthur Reis Irigaray
The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.
Abstract
Purpose
The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.
Design/methodology/approach
A netnographic approach was employed. Using a Python script, more than 7,000 tweets about São Paulo FC soccer club on Twitter were collected and analyzed using the Virtual Brand Community Engagement Practices typology.
Findings
The dynamics of engagement relies on two types of practices: those that comprise the actions of tweeting, retweeting, replying to, mentioning and liking messages from and about the São Paulo FC soccer club profile and those derived from the proposition of Hollebeek et al. (2017). Given the dynamics of Twitter, some practices have performed differently than the original proposal, resulting in a slight adaptation of the framework.
Research limitations/implications
Given the length and the netnographic nature of this study, its findings should be considered exploratory. Future studies can build upon the ideas presented here by researching different contexts and focal objects of engagement.
Practical implications
This paper provides the refinement of social media strategies and content development to make them more efficient and to establish a relevant communication channel with audiences. This knowledge can contribute to a better understanding of goals and metrics.
Originality/value
This paper is based on the behavioral nature of engagement in virtual brand communities, which is an increasing topic of interest. To date, few studies have examined online engagement using a practice approach specifically in the sports marketing context.
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Maximilian Prell, Marco Tulio Zanini, Fabio Caldieraro and Carmen Migueles
The aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have a…
Abstract
Purpose
The aim of this study is to investigate the influence of sustainability certifications on consumer preferences. The study investigates whether product certifications have a significant influence on consumer preferences and examines which certificate groups work best from a marketer's perspective for matching the different consumer preferences.
Design/methodology/approach
The study uses a quantitative survey approach, based on a conjoint analysis carried out in the Brazilian juice market.
Findings
The results of 210 respondents indicate that the certifications chosen generally increase the evaluation of products. The effects, however, differ significantly between the three segments identified, especially between the two most important ones that have a combined market share of almost 90%. Our results show that demographic differences between the clusters are only marginal, as are the specific certification preferences, with a small advantage for organic certification.
Research limitations/implications
The certificates chosen serve as an example that represents the various categories. The utility of similar certificates of the same category might be different. The scope of the research is also limited to the market for ready-to-drink juice.
Practical implications
Using a dual targeting strategy, this study makes relevant recommendations for managing product certification. On the one hand, managers should consider a highly priced, certified product and, on the other, a low priced, uncertified product for satisfying identified demands. Decisions with regard to certification differentiation should mostly rely on the specific costs of the process because of limited consumer differentiation.
Originality/value
This study contributes to the literature on the influence that product certification has on consumer preferences by adding to the matter of certificate choice, especially from a marketer's perspective. Resolving this issue is important for facilitating the choice of those certificates that contribute most toward increasing consumer preference. Little research has been conducted into different certification groups and categories or the joint appearance of their different labels. Most of the research being carried out is aimed at the food market in developed countries, particularly in North America and Europe. Research in an emerging economy, therefore, introduces new scientific insights.