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Article
Publication date: 29 May 2019

Helen Duh and Teichert Thorsten

Young consumers globally are susceptible to becoming compulsive shoppers. Having negative consequences and considering that compulsive shopping may originate from past family life…

481

Abstract

Purpose

Young consumers globally are susceptible to becoming compulsive shoppers. Having negative consequences and considering that compulsive shopping may originate from past family life experiences, this study aims to use human capital life-course and positive-activity theories to suggest a socio-psychological pathway for prevention. It also examined the mediating influence of happiness and money attitude.

Design/methodology/approach

University students in South Africa (N = 171) and in Germany (N = 202) were surveyed. Structural equation modelling (SEM) was used to test relationships and multi-group analysis (MGA) assessed cross-cultural differences.

Findings

Emotional family resources received during childhood positively impacted happiness at young adulthood, which was found to be a positive driver of budget money attitude. Budget money attitude in turn limited compulsive shopping for German young consumers but not for South Africans. Cross-cultural differences are also observed in mediating effects of happiness and budget money attitude.

Research limitations/implications

This study is based on self-reported data from university students; this might limit the generalisability of findings.

Social implications

A positive relationship between happiness and desirable money attitude was confirmed. This study additionally contributes by showing that for South African and German young consumers, adequate childhood emotional family resources is a happiness’ driver. This thus exposes the multiplier effects of simple acts of showing love and attention to children and how these family emotional resources can progressively limit dysfunctional consumer behaviour in the future.

Originality/value

Unlike complex psychotherapeutical and psychopharmacological treatments of compulsive buying that are being suggested, this study borrows from family, consumer and economic–psychological disciplines to suggest simple preventive measures.

Details

Young Consumers, vol. 20 no. 1
Type: Research Article
ISSN: 1747-3616

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Article
Publication date: 11 June 2020

Helen Inseng Duh and Oluwole Iyiola

Two life-course theories (human capital and socialization) were employed to examine how childhood family resources received and peer communication about clothes shopping influence…

431

Abstract

Purpose

Two life-course theories (human capital and socialization) were employed to examine how childhood family resources received and peer communication about clothes shopping influence consumer decision-making styles (CDMS) at young adulthood.

Design/methodology/approach

Young adults (18–35 years old) were surveyed from two large African economies: South Africa (N = 306) and Nigeria (N = 272). The participants were surveyed at the economic capitals (Johannesburg and Lagos) of both countries to identify and explain CDMS related to clothes shopping. Structural equation modeling and multi-group analyses were used to analyze data.

Findings

The results found six CDMS in both countries, dominated by four utilitarian dimensions (perfectionist, price, quality and time/shopping uninterested consciousness). Structural equation modeling results revealed that family resources and peer communication received during adolescence predicted most of the six CDMS in both countries. Multi-group analyses found that there were no country differences in constructs' relationships.

Practical implications

From the results that young adults in both countries displayed more utilitarian than symbolic decision-making styles when shopping for clothing, it is suggested that retailers and other companies provide value-for-money to capture and retain this large, lucrative, but disloyal, young adult consumer segment.

Originality/value

Since 1986, when eight consumer decision-making styles were identified, studies of CDMS over the last three decades have focused on validating the scale and exploring demographic and cultural differences. Few studies have examined CDMS drivers, but not using a life-course approach.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 24 no. 2
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 22 January 2024

Helen Inseng Duh, Hong Yu, Marike Venter de Villiers, Vladimira Steffek and Dan Shao

Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally…

499

Abstract

Purpose

Large, influential and profitable young adults are being targeted for fast fashion that negatively impacts the environment. The transition from a fast to an environmentally friendly slow fashion is a challenging process and culturally dependent. The process starts with slow fashion idea adoption. Thus, the authors modified an information acceptance model (IACM) to examine information characteristics (idea/information quality, credibility, usefulness, source credibility) and consumer factors (need for idea and attitudes) impacting intentions to adopt the slow fashion idea in Canada, South Africa (individualists) and China (collectivists).

Design/methodology/approach

Cross-sectional data were collected from South African (n = 197), Chinese (n = 304) and Canadian (n = 227) young adults (18–35 years old) at universities in metropolitan cities. Partial least squares structural equation modeling was used to analyze the data.

Findings

The results show that while most information characteristics and consumer factors are vital for slow fashion attitudes and intention formation, information quality and trust in the sources were a problem in individualistic cultures as opposed to the collectivist culture. This finding confirms the greater tendency of collectivists to trust disseminated information on environmental issues. In all cultures, attitudes impacted idea adoption intentions. On testing IACM, the multigroup analyses showed no significant differences between young adults in the individualistic cultures. Attitudes mediated most relationships and were highly explained by IACM (South Africa, 49.6%; China, 74.5%; and Canada, 64.5%).

Originality/value

In emerging and developed markets, this study informs environmentalists and green fashion brands of information characteristics that can create positive attitudes and slow fashion idea adoption intentions among influential young adults.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 24 June 2021

Rukudzo Pamacheche and Helen Inseng Duh

Hairstyling entrepreneurs are experiencing increasing customer demand alongside the market competition. Building commercial friendships are one of their strategies to beat the…

446

Abstract

Purpose

Hairstyling entrepreneurs are experiencing increasing customer demand alongside the market competition. Building commercial friendships are one of their strategies to beat the competition. However, the marketing benefits in terms of loyalty and pricing from this strategy are unknown. Following suggestions from the relationship marketing theory (RMT) that business benefits are gained from commercial friendships, this study aims to use ideas from RMT and those from models proposed by Bove and Johnson (2002) and Han et al. (2008) to examine the impact of hairstylist-client commercial friendship on four dimensions of personal loyalty to individual hairstylists and clients’ willingness to pay a premium price (WTPP).

Design/methodology/approach

Quantitative methods were used to collect and analyse data obtained from 562 hairstylists’ clients who had maintained the same hairstylist for 10 months in Johannesburg metropolis. Structural equation modelling using SmartPLS was used to test a conceptual model with eight hypotheses.

Findings

The results revealed that commercial friendship positively impacted affective, intention and behavioural personal loyalty dimensions and explained 49%, 47.9% and 46.9% of the variances, respectively. Of the four dimensions of personal loyalty, only behavioural loyalty positively influenced WTPP.

Originality/value

Unlike previous studies’ main focus on business-to-customer relationships and loyalty from a unidimensional perspective, this study contributes by revealing four dimensions of personal loyalty applicable in the haircare service sector. The findings confirm the business benefits suggested by the RMT, by showing that commercial friendship generates clients’ WTPP when they are behaviourally loyal. This guarantees profits and highlights the importance of nurturing close relationships in personal services.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 23 no. 2
Type: Research Article
ISSN: 1471-5201

Keywords

Available. Open Access. Open Access
Article
Publication date: 10 August 2023

Helen Inseng Duh and Oliver Pwaka

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained…

6065

Abstract

Purpose

Despite competition and supply-chain disruptions during Covid-19 pandemic (2019–2021), one grocery retailer consistently thrived and was ranked top. The sources of the sustained performances needed examination. Guided by self-congruity theory and integrating three models, the authors examined how much the retailer's brand performances (brand loyalty, equity, preference and repurchase intentions) were emanating from brand personalities and marketing offerings. The mediating roles of brand loyalty and equity were tested.

Design/methodology/approach

Cross-sectional data was collected from 480 frequent customers using an online questionnaire posted on the researchers' social media pages. Factor analysis was conducted to identify the dimension that best describes the grocery retailer. Partial least square–structural equation modelling (PLS-SEM) was used to test a conceptual model.

Findings

Factor analysis results show that brand sincerity (28.582% variance-explained; M = 4.1) was top (factor 1), followed by excitement (20.336% variance-explained; M = 3.9) and then trustworthiness (18.854% variance-explained; M = 3.87). PLS-SEM results revealed that two brand personalities (brand excitement and trustworthiness) and marketing offerings (price, place, product, promotion) impacted loyalty found to be a strong driver of brand equity. Repurchase intention and brand preference were influenced by brand equity. Brand loyalty mediated most of the relationships between brand personality dimensions, marketing offerings and brand equity. Brand equity also significantly mediated the relationships between brand loyalty, preference and repurchase intentions. The integrated model produced high explanatory powers with brand equity (67.8%), brand preference (71.7%), brand loyalty (63.2%) and repurchase intentions (54.2%).

Originality/value

The study extends a brand personality-loyalty model through integrating two other models that provided marketing offerings and brand equity outcomes. It demonstrates that a stream of profitable customers' responses awaits a retailer who holds both brand and customer mindsets by building admired brand personalities while providing desired marketing offerings.

Details

International Journal of Retail & Distribution Management, vol. 51 no. 13
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 10 June 2020

Helen Inseng Duh and Chuma Diniso

Cheaper generic anti-retroviral medicines are encouraged and often prescribed in South Africa for HIV/AIDS treatment. However, the medicines’ acceptance rate is relatively low…

749

Abstract

Purpose

Cheaper generic anti-retroviral medicines are encouraged and often prescribed in South Africa for HIV/AIDS treatment. However, the medicines’ acceptance rate is relatively low. This has been attributed to inadequate brand knowledge of the bioequivalence of generic medicines. Studies have examined how brand knowledge structure lead to purchase. The contributions of brand relationship builders (i.e. trust and satisfaction), which are indicators of sustainable purchase, are rarely considered. This study aims to adapt Esch, Langner, Schmitt and Geus’ (2006) brand knowledge structure and relationship model to examine the impact of South African young adults’ brand knowledge structure (brand awareness, brand image and brand beliefs) and trust on brand satisfaction and purchase.

Design/methodology/approach

Cross-sectional data was quantitatively collected from 207 young adults through self-administered, paper-based questionnaires. Data was analysed with structural equation modelling.

Findings

Brand awareness, image, trust and belief in efficacy positively influenced purchase. All these factors, except brand awareness, positively led to satisfaction. The tested adapted model explained 53.0 and 58.5% variances of purchase and brand satisfaction, respectively.

Practical implications

Considering how much brand knowledge structure and trust explained purchase and satisfaction from the tested model, South African government, pharmaceutical marketers and consumer interest groups should educate young adults about the bioequivalence, safety and efficacy of generic medicines. With greater knowledge of these qualities, satisfaction is gained from purchase decision.

Originality/value

Instead of the usual examination of demographic differences in generic medicine beliefs and perception, this study contributes by revealing brand-related drivers of purchase and satisfaction.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 14 no. 4
Type: Research Article
ISSN: 1750-6123

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Article
Publication date: 19 January 2015

Helen Duh and Miemie Struwig

The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the…

1895

Abstract

Purpose

The purpose of this paper is to look at the successful generational cohort segmentation from global and country-specific formative experiences in the USA, to examine the justification of cohort segmentation in South Africa. It also describes the demographic and psychographic characteristics of the latest consumer cohort – Generation Y for the interest of retailers and marketing managers.

Design/methodology/approach

The study gathers secondary data by carefully scrutinizing books, journal articles, essays and dissertations. From these secondary sources, summaries of various findings and important scholarly insights into the qualifying factors for cohort formation and the important characteristics that make Generation Y an attractive consumer segment are provided.

Findings

Findings show that, generational cohort segmentation is reserved for countries whose defining moments meet some qualifying conditions. South Africa can segment consumers in terms of generational cohorts because the historic and political defining events the country experienced fulfil the requirements for cohort formation. Particularly, apartheid is suggested to be the country-specific defining event backing the labelling of Generation X and Y South Africans. Generation X should thus be “the apartheid, socio-economic instability cohort” and Generation Y should be “the post apartheid socio-economically liberated cohort” Findings also show that Generation Y South Africans constitute a majority of the growing middle class, termed “Black Diamonds”.

Originality/value

In addition to providing summaries of useful marketing-related reasons to target Generation Y consumers, this study assesses the qualification of South Africa’s historic and political events in forming consumer cohorts for generational marketing.

Details

International Journal of Emerging Markets, vol. 10 no. 1
Type: Research Article
ISSN: 1746-8809

Keywords

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Article
Publication date: 21 September 2015

Helen Duh

About 80 per cent of consumers in the world reside in emerging consumer markets (ECM). Thus, consumer behaviour theories and models should be tested for validation in ECM such as…

620

Abstract

Purpose

About 80 per cent of consumers in the world reside in emerging consumer markets (ECM). Thus, consumer behaviour theories and models should be tested for validation in ECM such as South Africa (socio-economically and culturally diverse). The purpose of this paper is to test three (human capital, stress and socialization) life-course theoretical perspectives on materialism among South African young adults. Employing the three life-course theoretical perspectives, it was posited that disruptive family events experienced during adolescence will affect materialism at young adulthood directly and indirectly through family resources received, perceived stress from family disruptions and peer communication about consumption.

Design/methodology/approach

In total, 300 South African young adults were surveyed. Structural equation modelling was used to test eight hypotheses developed from the three life-course theoretical perspectives on materialism. Independent-samples t-test was first conducted to assess whether the respondents were materialistic.

Findings

The South African young adults were found to be materialistic and this was explained by peer communication about consumption during adolescence (socialization life-course theoretical perspective). Disruptive family events experienced during adolescence significantly affected family resources negatively, and perceived stress positively, but these outcomes had no impact on materialism at young adulthood as the human capital and stress life-course theoretical perspectives suggest.

Originality/value

The results reinforce the need to test the validity of western theories in an African context. The test can improve theories and can help advance knowledge about consumer diversity across cultures.

Details

International Journal of Emerging Markets, vol. 10 no. 4
Type: Research Article
ISSN: 1746-8809

Keywords

Available. Content available
Book part
Publication date: 18 May 2017

Howard Thomas, Michelle Lee, Lynne Thomas and Alexander Wilson

Free Access. Free Access

Abstract

Details

Africa
Type: Book
ISBN: 978-1-78743-095-2

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Article
Publication date: 29 September 2021

John Lee Kean Yew and Jesrina Ann Xavier

This paper aims to explore and explain following a generational change, the latter generation in Chinese family firm is seen to apply different innovation strategies to thrive in…

398

Abstract

Purpose

This paper aims to explore and explain following a generational change, the latter generation in Chinese family firm is seen to apply different innovation strategies to thrive in a competitive environment. The Chandlerian perspective on management, marketing and manufacturing techniques (3Ms), derived from American business historian, Alfred Chandler has shown conclusively that one of a small yet established enterprises in Malaysia, London Biscuits Berhad (LBB) was able to capture a larger market by focusing on strategy and structure. This case study analytically and empirically describes the insights surrounding enterprise development among family small and medium enterprises (SMEs) in Malaysia.

Design/methodology/approach

By using the longitudinal way to compare the development of family business through time, the historical profiles that were obtained from Malaysia’s companies commission house (Suruhanjaya Syarikat Malaysia) shows how organizational characteristic is often formulated by capitalizing tacit knowledge as a controlled input in the production process while promoting organization capabilities, as generations change. Secondly, findings from the interviews will show how the latter generation of this family firm innovates and adds value in product manufacturing by upgrading its quality, using resources and revitalizing the stages of business cycle.

Findings

Findings show that enterprise development is influenced by objective setting during generational change. As time goes by, the next generations have a tendency of minimizing risk and maintaining harmony in the family enterprise. The next generation starts to recruit and retain professional staff while contributing innovative ideas toward the enterprise development, in comparison to the founding generation. The findings also show that diversification activities (manufacturing), improvement in domestic and international networking (marketing) and professional management adoption (management) can clearly be seen in the development of LBB.

Practical implications

This case study traces how organizational and administrative characteristics of a firm are crucial if the enterprise is to capitalize on tacit knowledge and commercialize it through product development. It also clearly indicates that family enterprises may last several generations if the Chandlerian perspective on 3Ms is successfully transferred and practiced among family members.

Originality/value

The selected case study focuses on the Chandlerian concept, which is the contribution of organization capabilities that foster strategic competition. This is done by investigating a successful enterprise run by a prominent Chinese family in Malaysia, which has gone through generational change. This paper proves that strategizing a family enterprise through the Chandlerian concept of 3Ms can transform a small business into a large and successful multinational enterprise.

Details

Journal of Asia Business Studies, vol. 16 no. 1
Type: Research Article
ISSN: 1558-7894

Keywords

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