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Article
Publication date: 20 March 2024

Charles Jebarajakirthy, Achchuthan Sivapalan, Manish Das, Haroon Iqbal Maseeh, Md Ashaduzzaman, Carolyn Strong and Deepak Sangroya

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

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Abstract

Purpose

This study aims to integrate the theory of planned behavior (TPB) and the value-belief-norm (VBN) theory into a meta-analytic framework to synthesize green consumption literature.

Design/methodology/approach

By integrating the findings from 173 studies, a meta-analysis was performed adopting several analytical methods: bivariate analysis, moderation analysis and path analysis.

Findings

VBN- and TPB-based psychological factors (adverse consequences, ascribed responsibility, personal norms, subjective norms, attitude and perceived behavioral control) mediate the effects of altruistic, biospheric and egoistic values on green purchase intention. Further, inconsistencies in the proposed relationships are due to cultural factors (i.e. individualism-collectivism, power distance, uncertainty avoidance, masculinity–femininity, short- vs long-term orientation and indulgence-restraint) and countries’ human development status.

Research limitations/implications

The authors selected papers published in English; hence, other relevant papers in this domain published in other languages might have been missed.

Practical implications

The findings are useful to marketers of green offerings in designing strategies, i.e. specific messages, targeting different customers based on countries’ cultural score and human development index, to harvest positive customer responses.

Originality/value

This study is the pioneering attempt to synthesize the TPB- and VBN-based quantitative literature on green consumer behavior to resolve the reported inconsistent findings.

Details

European Journal of Marketing, vol. 58 no. 4
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 20 October 2022

Joe Hazzam, Stephen Wilkins and Carolyn Strong

The study examines the role of social media technologies (SMTs) as a driver of organization cultural intelligence (OCI) and new product development (NPD) capabilities, and how the…

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Abstract

Purpose

The study examines the role of social media technologies (SMTs) as a driver of organization cultural intelligence (OCI) and new product development (NPD) capabilities, and how the complementary effects of these capabilities contribute to multinational corporations (MNCs)’ performance. Further, the study investigates the capability–performance relationship under conditions of high and low market and technological turbulence.

Design/methodology/approach

A quantitative survey method was implemented, with the data provided by senior marketing managers employed in MNC regional offices. The proposed model was tested using structural equation modeling and multi-group moderation analysis, and fuzzy-set qualitative comparative analysis (fsQCA).

Findings

The results indicate that SMTs support the development of OCI and NPD capabilities, which in turn contribute to MNC regional performance. A high level of technological turbulence only weakens the relationship between OCI and performance.

Research limitations/implications

The results suggest that OCI contributes to MNCs’ performance, by deploying social media information and complementing the organization’s NPD capability under a specific environmental context.

Practical implications

The paper offers practical recommendations to MNCs on social media use when developing and launching new products in different regional markets. MNCs need to recruit culturally intelligent managers, who consider the level of market and technological turbulence when combining several types of capabilities.

Originality/value

Within the dynamic marketing capabilities literature, this is the first study to incorporate and reliably measure cultural intelligence capability. The research offers empirical evidence that OCI and NPD capabilities are necessary to achieve superior MNC performance and depend on the level of market and technological turbulence.

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Article
Publication date: 21 September 2018

Brett Martin, Carolyn Strong and Peter O’Connor

This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider.

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Abstract

Purpose

This paper aims to examine how a shopper’s level of psychological entitlement influences how consumers respond to different types of apology by a service provider.

Design/methodology/approach

Two experiments were performed. Study 1 tests the hypotheses that entitled shoppers prefer empathy apologies to norm violation apologies and that this effect is mediated by disgust and anger. Study 2 tests whether relative superiority apologies are more effective.

Findings

Study 1 shows that entitled shoppers prefer empathy apologies. Mediation analysis shows that entitled people feel disgust for norm violation apologies. Study 2 shows that entitled shoppers prefer relative superiority apologies. A standard apology results in negative perceptions of interactional justice, disgust and negative employee evaluations.

Research limitations/implications

Limitations include the scenario method. Implications include entitlement as a moderator of service recovery effectiveness, examining different types of apology and mediators which contribute to the marketing and entitlement literature.

Practical implications

The findings have implications for training employees in service recovery. Employees should not use a standard apology or an apology that treats entitled consumers as similar to other shoppers. Employees should express empathy or make them feel that they are a more valued customer than other store customers.

Originality/value

This research shows how entitlement moderates consumer responses to service recovery. The research answers calls to study different types of apology rather than studying a standard apology (vs no apology). The research is the first to relate entitlement to apologies and to show how disgust and justice perceptions underlie an entitled person’s judgments in service recovery.

Details

European Journal of Marketing, vol. 52 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 10 March 2022

Basel Khashab, Stephen Gulliver, Rami Ayoubi and Carolyn Strong

Most Higher Education Institutions (HEIs) have silos of distributed processes, which adds to the confusion and conflict concerning the Customer Relationship Management (CRM)…

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Abstract

Purpose

Most Higher Education Institutions (HEIs) have silos of distributed processes, which adds to the confusion and conflict concerning the Customer Relationship Management (CRM), desires, expectation and needs (DEN). Where possible, in order to maximise resource impact and minimise organisational disruption, HEIs should practically map these DEN to processes, roles, events, activities, channels, and technologies (PRE-ACTs) that already exist within the organisation. The paper iteratively considers use of additional practical approaches that need be considered in order to ensure that strategic HEI CRM DEN are effectively captured, and that the requirements are appropriately mapped to existing HEI activities.

Design/methodology/approach

Content from 27 JISC cases, 10 semi-structured interviews and three focus group sessions have been collected and analysed using thematic analysis to understand how to develop preliminary stage 2 steps and assess the applicability of the final CRM strategy orientation support (CRM-SOS) framework stage 2 methods.

Findings

The authors believe that this study provides substantial practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs requirements. The developing practical tools aim to 1) support practitioners better comprehend the multifaceted life cycles, needs, and requirements of HEI customers, and 2) aid in the planning and management of CRM change more effectively.

Originality/value

The paper is extending the recent research around CRM strategy in HEIs by proposing additional practical approaches that need be considered to ensure that strategic CRM are effectively captured. The paper also offers considerable practical support to CRM implementation practitioners when analysing customer CRM desires, expectation, and needs' requirements.

Details

Journal of Enterprise Information Management, vol. 35 no. 6
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 1 February 2006

Carolyn A. Strong and Sidira Eftychia

The purpose of this paper is to investigate the influence of family and friends on teenage smoking behaviour in Greece, as distinct from tobacco marketing, against the background…

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Abstract

Purpose

The purpose of this paper is to investigate the influence of family and friends on teenage smoking behaviour in Greece, as distinct from tobacco marketing, against the background of relevant literature and previous studies elsewhere.

Design/methodology/approach

A total of 100 Greeks between the ages of 16 and 19 were interviewed in coffee shops and fast‐food restaurants, using a questionnaire combining structured questions with opportunities for free discussion during completion. Respondent anonymity was preserved.

Findings

The paper is in keeping with intentionally exploratory research objectives. Selected findings are reported and discussed, without full tabulation of all results. With that proviso, the paper concludes that smoking among Greek teenagers is strongly influenced by family and friends: roughly one in ten were offered a cigarette by a relative; two‐thirds came from families containing at least some smokers, with only two with no friends who smoked. Evidence is stronger among smokers in the sample than non‐smokers. A tentative conclusion, therefore, is that experimentation and continuation is an outcome of consumer socialization.

Research limitations/implications

The sample was relatively small and stated intent exploratory. A key feature is the social context in which behaviour was investigated. Further research is needed, to improve the rigour of conclusions, which are nonetheless interestingly indicative.

Practical implications

The paper provides potentially useful insights and directions of further enquiry for marketing planners, advertising strategists, brand managers, market researchers, social marketers and health campaigners, and for academics who work with them.

Originality/value

The paper examines a widely investigated phenomenon in a social environment distinctively different from the European norm, in the smoking context.

Details

Marketing Intelligence & Planning, vol. 24 no. 2
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 February 1997

Carolyn Strong

Suggests a number of features which characterize the manifestation of fair trade consumerism. Posits, however, that there are several problems which have hindered the translation…

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Abstract

Suggests a number of features which characterize the manifestation of fair trade consumerism. Posits, however, that there are several problems which have hindered the translation of fair trade principles into consumer purchase behaviour. Discusses the issue that ecological marketing incorporates the people aspect of sustainability and the fact that the human component of production, manufacture and use have to be addressed alongside the well documented environmental factors of ozone depletion, global warming, deforestation, acid rain and so forth before sustainable development can be achieved. Addresses the fundamental problem of translating fair trade principles on to consumer purchase behaviour and the barrier of consumer recognition of the human element of the ecological marketing agenda.

Details

Marketing Intelligence & Planning, vol. 15 no. 1
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 November 1998

Carolyn Strong

Asserts that the consumer power of children is growing in importance, as they represent a primary market that purchases its own products and services; an influential market that…

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Abstract

Asserts that the consumer power of children is growing in importance, as they represent a primary market that purchases its own products and services; an influential market that directs parental expenditures; and a future market. Aims to investigate and understand children’s knowledge and awareness of environmental issues, and their selection and use of information about environmentally friendly products through primary school education. Firstly, an understanding of environmental education as a primary source of information was gained through a questionnaire survey mailed to schoolteachers in the South‐West of England. Secondly, questionnaires were distributed to equal numbers of boys and girls aged 7‐11 years at three case schools in the South‐West of England. The sample was asked open‐ended questions about their knowledge of several fundamental environment concerns: the ozone layer; river pollution; recycling; and how they think the environment can be protected. The exploratory study confirms that levels of environmental understanding amongst children are high and provides a full break‐ down of the results.

Details

Marketing Intelligence & Planning, vol. 16 no. 6
Type: Research Article
ISSN: 0263-4503

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Article
Publication date: 1 November 2003

Robert E. Morgan, Carolyn A. Strong and Tony McGuinness

Adopts a firm‐level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing…

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Abstract

Adopts a firm‐level approach and attempts to develop our understanding of the means through which different types of firm compete. Addresses specifically, a lacuna in existing knowledge by investigating a fundamental research question: “How do firms pursuing a prospector mode of market strategy differ from those pursuing a defender, analyzer or reactor strategy in terms of the product‐market positioning attributes they exhibit?“ Miles and Snow provide the basis for the assessment of strategy types, while “strategic market positioning” is characterised as the product‐market positions established by the firm. Conceptualises strategic market positioning as the ways in which firm‐specific resources and assets are deployed to build positional advantages in product‐markets. Presents analyses of data generated from high technology, medium and large, industrial manufacturing firms and discusses these results in the light of previous findings. Places particular emphasis on the distinguishing characteristics of prospector‐type firms. Identifies a number of potential research avenues from this study and discusses several implications for executives.

Details

European Journal of Marketing, vol. 37 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

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Article
Publication date: 1 December 1998

Robert E. Morgan and Carolyn A. Strong

The specific domain of market orientation has been the subject of much scrutiny this decade. Both conceptual and empirical advances have been made to establish the marketing…

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Abstract

The specific domain of market orientation has been the subject of much scrutiny this decade. Both conceptual and empirical advances have been made to establish the marketing orientation construct as central to marketing decisions, business activities and organizational culture. However, a lacuna remains in understanding how market orientation may be related to competitive strategy. It is argued that market oriented activities and behaviours are articulated through strategic means which guides the firm in its product‐market. Conceptualized as “strategic orientation of the business enterprise”, competitive strategy is discussed as an important vehicle through which market orientation may be manifest. Six dimensions of strategic orientation are presented and statistical analyses, of data generated from a survey of medium and large industrial manufacturing businesses, specified “proactiveness”, “analysis” and “futurity” as positive and significant in their association with firms’ levels of market orientation. Discussion of these findings is made, along with various conclusions and implications of the study for executive and academic audiences.

Details

European Journal of Marketing, vol. 32 no. 11/12
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 19 June 2020

Abstract

Details

University Partnerships for Sustainable Development
Type: Book
ISBN: 978-1-78973-643-4

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