Mónika Anetta Alt, Zsuzsa Săplăcan and József Berács
The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were…
Abstract
Purpose
The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision.
Design/methodology/approach
The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters.
Findings
The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals.
Research limitations/implications
The study could be extended for different target market, creative strategy, other media and more countries.
Practical implications
The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category.
Originality/value
The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.
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Graham J. Hooley, Jozsef Beracs and Krizstina Kolos
Points out that Western literature on marketing suggests a numberof clear strategic typologies into which organizations fall, based ontheir approach to doing business and the…
Abstract
Points out that Western literature on marketing suggests a number of clear strategic typologies into which organizations fall, based on their approach to doing business and the relative importance they attach to various strategic drivers. Identifies strategic types in a non‐Western market, Hungary, and compares them with those found in the West. Striking similarities are found and, where differences emerge these are related primarily to the economic climate during the transition from central planning to a market‐led economy.
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Nicolas Papadopoulos, Louise A. Heslop and Jozsef Beracs
This article reports on a study of Hungarian consumer attitudestowards foreign and domestic products and their origin countries. Factoranalysis of the findings indicates some…
Abstract
This article reports on a study of Hungarian consumer attitudes towards foreign and domestic products and their origin countries. Factor analysis of the findings indicates some consistency in the way consumers structure their assessment of foreign origins. The structure differs somewhat when respondents evaluate their own country and products. Implications for marketing and research are drawn.
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Graham J. Hooley, Tony Cox, David Shipley, Jozsef Beracs and Krizstina Kolos
Since the collapse of the Berlin Wall and the accompanying socialand political revolutions of 1989 a great deal has been written aboutthe need to attract foreign investment…
Abstract
Since the collapse of the Berlin Wall and the accompanying social and political revolutions of 1989 a great deal has been written about the need to attract foreign investment, technology and managerial expertise to the countries of Eastern and Central Europe as means to encouraging the movement towards marketled economies. Explores the experience of foreign direct investment in Hungary. Concludes that the foreign company often brings to its domestic partner a longer term and more aggressive business perspective, an enhanced export orientation, and the flexibility to break with the past. It often does not, however, bring a more marketing‐oriented approach to doing business.
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David Shipley, Graham Hooley, Jozsef Beracs, Krzysztof Fonfara and Krizstina Kolos
The first of several articles on the temporal development ofintra‐firm marketing organizations, relates how Hungary and Poland haveprogressed strongly towards the free market…
Abstract
The first of several articles on the temporal development of intra‐firm marketing organizations, relates how Hungary and Poland have progressed strongly towards the free market economic system. However, social and political opposition is now threatening further rapid reform. Moreover, infrastructure deficiencies and managerial problems are constraining effective marketing. Outdated production orientation is inhibiting the adoption of marketing orientation in the state sector while firm smallness is limiting managerial specialization in the private sector. Concludes, from a mail survey of 1,786 Hungarian and Polish firms, that most existing organizations are inadequate. Marketing orientation is extensive in Hungary but sparse in Poland. Although companies adapt flexibly to market changes and assign marketing responsibility to chief executives, most do not have specialist marketing departments. In the minority of cases where specialist departments do exist, they do not have inferior status to other functions although neither are they closely integrated with them.
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Graham Hooley, John Fahy, Gordon Greenley, József Beracs, Krzysztof Fonfara and Boris Snoj
The Narver and Slater market orientation scale is tested in the context of service firms in the transition economies of central Europe and found to be both valid and reliable. The…
Abstract
The Narver and Slater market orientation scale is tested in the context of service firms in the transition economies of central Europe and found to be both valid and reliable. The survey examined levels of market orientation in 205 business to business services companies and 141 consumer services companies in Hungary, Poland and Slovenia. As predicted by the predominantly western marketing literature, those service firms with higher levels of market orientation; were more often found in turbulent, rapidly changing markets; were more likely to pursue longer term market building goals rather than short term efficiency objectives; more likely to pursue differentiated positioning through offering superior levels of service compared to competitors; and also performed better on both financial and market based criteria. A number of different business approaches, however, are evident in the transition economies suggesting that other business orientations may co‐exist with a market orientation creating a richer and more complex set of organizational drivers.
Mónika Anetta Alt, Zsuzsa Săplăcan, Botond Benedek and Bálint Zsolt Nagy
Digital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential…
Abstract
Purpose
Digital technology is revolutionizing insurance distribution allowing the insurer companies to reach customers via multichannel. The aim of this study is to segment potential customers of life insurance based on their information search, purchasing channels and personal characteristics in the digital environment.
Design/methodology/approach
The study uses cross-sectional research survey. In total, 422 questionnaires were collected through a convenience sample of the Romanian population. The data was segmented based on consumer information touchpoints (online vs offline), purchase channel preference (offline by a professional vs online by a standardized platform) and personal characteristics (age, marital status and children).
Findings
The channel segmentation analysis revealed that information channel preferences are the most important clustering variables, followed by purchase channel preferences, marital status, having children and age. Four distinct segments were identified: young fully offliners (23.7%), mature fully offliners (31.5%), committed online searchers (23.2%) and cross-channel onliners (21.6%).
Practical implications
Insurance companies should adapt their communication and distribution strategy based on multichannel segmentation and should focus on digital touchpoints with costumers.
Originality/value
Firstly, the paper reveals multichannel and hybrid segmentation for life insurance. Secondly, it extends the already studied retail channels with search engines and companies' websites. Thirdly, it extends the behavioural variables for channel segmentation with technology acceptance behaviour, attitude towards life insurance, knowledge about life insurance, attitude towards personal selling and quality appraisal of online information sources.
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Brenda Sternquist, Carol A. Finnegan and Zhengyi Chen
China’s economy is transforming at a brisk pace. A partially dismantled command economy and introduction of competition have fueled consumer demand for a greater selection of…
Abstract
China’s economy is transforming at a brisk pace. A partially dismantled command economy and introduction of competition have fueled consumer demand for a greater selection of innovative new products in the retail market. The challenge for retail buyers is to adjust their procurement processes to respond to consumer needs in an efficient and effective manner. This study examines factors influencing buyer‐supplier relationships in a transition economy. We present a model to explain the factors driving retail buyer dependence on suppliers. We find that retailer evaluation of supplier credibility mediates the relationship between retailer perceptions of a supplier ability to add value to its business and the ability to achieve its desired goals. In part, this is due to the supplier’s market orientation. Interestingly, guanxi ties have no impact on the retailer perceptions of the supplier credibility, but have a positive affect on retailer dependence on its supplier partners.
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Conventional theories of market entry assume choice availability. This investment assumption is subject to challenges in the power generation market of an emerging economy where…
Abstract
Conventional theories of market entry assume choice availability. This investment assumption is subject to challenges in the power generation market of an emerging economy where the host government controls most key resources and market entry choices. With such constraints, entrants become heavily dependent on their host country partners. This study investigates how the resource dependency frameworks explain better in respect of some US power generation firms that manage to operate electricity facilities in China whereas some have to abort. Using cross‐case analysis, patterns emerged illustrate how two groups of entrants manage key resources differently.