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Publication date: 4 July 2019

Erdoğan Koç, Çağatan Taşkın and Hakan Boz

Consumers are faced with many new products. In almost every product category it is seen that there are more alternatives than provided in previous years. This situation may cause…

Abstract

Consumers are faced with many new products. In almost every product category it is seen that there are more alternatives than provided in previous years. This situation may cause consumers to feel uncomfortable/uncertain, especially about new products. Therefore, since they perceive this uncertainty, customers want to be in control. Control is one of the ways to help customers to decide on perceived risky situations.

The main purpose of the study is to explain the effects of the risk and control drive on consumer behavior and determine how businesses reduce the risk that consumers feel.

It is critical for enterprises to increase their brand awareness in order to reduce consumers’ risk perceptions and increase their controls (cognitive, behavioral, and decision) during purchasing decisions. Also, it will be useful for them to focus on activities increasing brand loyalty. They can especially carry out marketing activities allowing consumers to try new products or providing money back guarantees. Moreover, in order to reduce the risk perception and increase control by the customers, making the promotional contents of the product understandable and simple without hidden factors will contribute in a positive way.

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Contemporary Issues in Behavioral Finance
Type: Book
ISBN: 978-1-78769-881-9

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Article
Publication date: 1 March 2000

Khai Sheang Lee, Guan Hua Lim and Jiuan Tan

Although the benefits of strategic alliances are well documented, whether strategic alliances can be a viable entry strategy option for small and medium‐size enterprises (SMEs) to…

4042

Abstract

Although the benefits of strategic alliances are well documented, whether strategic alliances can be a viable entry strategy option for small and medium‐size enterprises (SMEs) to successfully penetrate markets held by major incumbent suppliers is less clear. In this paper, strategic alliances are shown to be an effective entry‐cum‐deterrence strategy for SMEs to successfully penetrate markets that are well established and dominated by major corporations. In addition, the conditions under which SMEs can use strategic alliances as an entry strategy without restricting themselves to target only those markets ignored by bigger firms are identified. In terms of methodology, this paper follows a deductive approach – one based on game theory, to examine explicitly the reactions of bigger firms to the entry of SMEs into their markets, specifically taking into account the resource limitations faced by SMEs. To verify that the theoretical arguments presented are consistent with practice, two cases of the use of strategic alliances by SMEs as an entry strategy to penetrate markets dominated by major corporations are examined. The practices and experiences of these SMEs were found to be consistent with the theoretical arguments presented here.

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Journal of Small Business and Enterprise Development, vol. 7 no. 1
Type: Research Article
ISSN: 1462-6004

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Article
Publication date: 1 April 1989

Kau Ah Keng and Tan Soo Jiuan

This article focuses on the relevant demographics, attitudes,behaviours, and concerns of small‐medium sized exporting andnon‐exporting firms in Singapore in an attempt to…

919

Abstract

This article focuses on the relevant demographics, attitudes, behaviours, and concerns of small‐medium sized exporting and non‐exporting firms in Singapore in an attempt to determine whether measures can be developed to nurture non‐exporters into exporters. The findings suggest that while basic differences in demographics exist between the two groups, the attitudinal and behavioural differences are acquired. Therefore, programmes may be developed to nurture non‐exporting firms to be export‐oriented.

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International Marketing Review, vol. 6 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 May 2004

Swee Hoon Ang, Kwon Jung, Ah Keng Kau, Siew Meng Leong, Chanthika Pornpitakpan and Soo Jiuan Tan

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian…

3980

Abstract

Respondents from five Asian countries were surveyed in terms of their consumer ethnocentrism, animosity, and attribution towards the USA and Japan in the context of the Asian economic crisis. The results indicated that the more severely hit a country was, the more ethnocentric respondents were. In general, animosity towards the USA was higher than towards Japan with regard to the Asian crisis. Koreans held the greatest stable animosity towards the Japanese because of the atrocities experienced during the Second World War. Respondents attributed the blame of the Asian crisis more to themselves. They also felt that they and the Japanese could have controlled the turn of events during the crisis. Implications arising from the findings are discussed.

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Journal of Consumer Marketing, vol. 21 no. 3
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 August 2004

Soo‐Jiuan Tan and Seow Hwang Chua

This paper investigates the impact of framing through the use of a vague scarcity restriction (“while stocks last”) on consumers' perception of promotional offers involving…

5601

Abstract

This paper investigates the impact of framing through the use of a vague scarcity restriction (“while stocks last”) on consumers' perception of promotional offers involving different claim formats (tensile price claim such as “save up to 60 percent” versus non‐tensile price claim such as “save 60 percent”) and different amount of price discounts. The findings show that framing the sales offer with such a vague scarcity restriction and using a tensile claims format improve the consumers' perceived informational value of the offer, only if exaggerated price discounts are involved. This study also confirms earlier studies' findings on the effects of exaggerated price discounts and tensile claims on consumers' perceived savings and information value of sales promotional offers. Managerial implications are discussed.

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Journal of Consumer Marketing, vol. 21 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 April 1999

Soo Jiuan Tan

Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several…

14956

Abstract

Using experimental design and conjoint analysis, this paper studies the risk perception of Singaporean consumers on Internet shopping, and tests the effectiveness of several risk‐reducing strategies that Internet marketers could use in promoting online shopping among consumers. The results show that Singaporean consumers with a higher degree of risk aversion than others tend to perceive Internet shopping to be a risky activity. However, Internet marketers could rely on using reference group appeal as the most preferred risk relievers for this group of consumers, particularly by getting expert users to endorse the products involved. In addition, the marketer’s reputation, the brand’s image, and specific warranty strategies are also effective risk relievers for the potential Internet shoppers.

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Journal of Consumer Marketing, vol. 16 no. 2
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 1 February 1999

Soo‐Jiuan Tan and Wai‐Ying Leong

Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are…

1386

Abstract

Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are designed in one country and manufactured in another. The results confirm that consumers tend to perceive lower quality and higher purchase risk when evaluating products manufactured in a country perceived to be of lesser capability than its country of design (i.e., negative hybrid effects). However, global firms with products that carry such negative hybrid effects can develop appropriate warranty strategy to overcome such biases. For instance, the results show that consumers improve their assessment of the quality and purchase risk of the negative hybrid products when these products carry warranty with wider coverage and longer duration than the standard package, and when the firm providing the warranty has good warrantor reputation. Implications of these findings for international marketing and research are also discussed.

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International Marketing Review, vol. 16 no. 1
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 21 January 2021

Naveen Donthu, Satish Kumar and Debidutta Pattnaik

The Journal of Consumer Marketing (JCM) has ceaselessly strived toward presenting updated insights on consumer behavior in the marketplace. Blending both theory and practice, it…

863

Abstract

Purpose

The Journal of Consumer Marketing (JCM) has ceaselessly strived toward presenting updated insights on consumer behavior in the marketplace. Blending both theory and practice, it features rigorous consumer-centric research, which addresses pressing managerial concerns. Recently, the JCM completed 35 years of publishing. This study aims to track its evolution from 1984 to 2019.

Design/methodology/approach

The application of sophisticated bibliometric techniques offers a deeper insight into the evolving trends of the journal, its core authors and their affiliations. This paper explores the thematic trends for JCM’s articles using principal component analysis (PCA) and through bibliographic couple, the authors expose JCM’s knowledge structure.

Findings

The JCM published 1,422 articles by 2019 contributed by 2,247 unique authors. At 34.56 average citations to its articles cited, the academic popularity of the journal reached 41,989 citations in Scopus. Research featured in the JCM has explored approximately 2,225 unique themes. PCA under Varimax rotation constructed three thematic factors for the most popular JCM themes. Simultaneously, bibliographic coupling analysis identified nine clusters of the JCM’s articles.

Research limitations/implications

The study is based on the bibliometric records obtained from Scopus and would be subject to the limitations of the database, apart from being limited by the word length of this paper.

Originality/value

The study conducts the first retrospective analysis of the JCM, which may be useful for global readers, including its editorial board.

Details

Journal of Consumer Marketing, vol. 38 no. 2
Type: Research Article
ISSN: 0736-3761

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Available. Content available
Article
Publication date: 26 October 2012

345

Abstract

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International Marketing Review, vol. 29 no. 6
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 3 November 2020

Hwijin Jeon Baldick and SooCheong (Shawn) Jang

This study aims to examine the motivating factors that influence intentions to book shared rooms through Airbnb as well as the moderating effects of past experience and gender.

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Abstract

Purpose

This study aims to examine the motivating factors that influence intentions to book shared rooms through Airbnb as well as the moderating effects of past experience and gender.

Design/methodology/approach

This study analyzed data from 214 leisure travelers who had previously stayed in shared rooms through Airbnb and 207 participants who had not yet experienced Airbnb. A covariance-based structural equation modeling (CB-SEM) technique was performed to test the significance of attitude, subjective norms, extroverted personality, perceived risk and perceived price. Furthermore, the study explored past experience and gender as moderators.

Findings

The results suggest that attitude, subjective norms and perceived risk significantly impacted intentions to book shared rooms through Airbnb. However, perceived price was not a significant determinant. In addition, this study verified that past experience and gender moderated the relationship between important referents and attitude/booking intentions.

Practical implications

This study gives Airbnb hosts a better understanding of travelers who choose Airbnb’s shared rooms. In addition, hosts who offer shared rooms can implement marketing strategies and complementary activities to not only reduce the risk of booking shared rooms but also attract more travelers.

Originality/value

While previous studies examined Airbnb as one homogeneous type of accommodation, this study focused on Airbnb’s shared rooms. A clearer understanding of consumers who intend to book Airbnb’s shared rooms will enable hosts to develop effective marketing strategies.

Details

International Journal of Contemporary Hospitality Management, vol. 32 no. 12
Type: Research Article
ISSN: 0959-6119

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